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This is an ad from well-known german DIY-Store Hornbach. It starts with a typical german man of 40-50 years, possibly a teacher or office-employee, sitting in a cafe. He's feeling that something is wrong. In the background we hear the noise of cracks. Putting his hand around the back of his neck, the man finds plaster-rubble. He nervously walks straight to his home where he finds a crack in his house facade. In the last scene we see the man plastering the crack.
When the man arrives at home and sees the cracks in his facade, they change the view for the viewers, who see the same cracks in his neck. Then there is the first sentence: Nobody feels it like you. With this sentence they want to underline the connection between a house-owner and this home. In the next scene we see the man plastering the crack and they show us the logo and slogan: There is always something to do, along with the jingle for the Hornbach-Company.
Germans take great pride in their houses and want them to look immaculate. One of the favourite activities for us in our spare time is to renovate, fix or build something in the garden or around the house. The ad plays up this tendency, showing us a slightly neurotic german DIY customer.
All of Hornbach's ads are ironic, and this one even makes fun of their own customer. But all house-owners know that it's true - that we want our home nice. It's a german mentality. With their slogan "there is always something to do", Hornbach are reminding Germans of this mentality, even while poking fun at it. The company knows that it can rely on the perception that there is indeed always something to do: a new bathroom, bedroom, kitchen, new colour scheme, floor surface, a new hut for the garden equipment, etcetera. This slogan latches onto a deeply engrained mentality and pushes a very strong button: that sense of alarm and guilt we feel when we think we might be neglecting our homes.
I think it's a very successful ad because it finds a humorous way to express a truth, or even a cliche, while awakening the desire for something new, making us curious about new products and trends.
By Sarah
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The IKEA "idolen" (idols) is an ad for furniture. It features a father and his son. It seems like the mother isn’t in the picture and that the kid is the only child. The furniture (the product being sold) is integrated with a message about being present for your family. In the ad the father and son do all kinds of stuff: fishing, painting, etcetera. But the father seems to be really busy with either work related calls or private calls, and the kid is just wanting to hang out with his dad. It uses the slogan “Där livet händer”, meaning "where life happens".
The ad begins with the song Sit Down Beside Me, by Patrick Watson. This song communicates the message very simply and directly: just to take a break from the phone and be in the moment.
The ad is trying to appeal to parents, middle-aged men and women. The choice of music makes a lasting impression, and also grabs our attention. Sending the message loud and clear about the negative impact of technology on our relationships. It’s a quite serious ad which sticks with you and makes you think about to value your relationships with family and friends, and I think it probably sells the furniture too. I would describe this ad, in one word, as family.
By Julia
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This is a John Lewis Christmas advert from 2014, made to inspire people to buy a Christmas gift.
In the video you see a little boy hanging out with his best friend, a real penguin. As they enjoy the Christmas season together, doing all the classic winter activities, the viewer realises that the penguin is longing for love. The boy realises too, and surprises his friend with a female penguin for Christmas. At the end there's a twist where the parents are seen watching the boy playing with two stuffed animals.
The music is Real Love, originally by John Lennon, but performed here by Tom Odell. The whole ad finishes with the slogan "Give someone the Christmas they've been dreaming of".
As John Lewis is a department store, the target group is a family. The emotional connection is created by the bond between the little boy and his real penguin and at the same time it`s the element that makes the lasting impression. Especially because it is a Christmas advert, John Lewis brings up all the feelings that are related with this season: the coziness, family time and the longing for love.
The advert represents our desires and longings as they arise during the winter time and it shows our society in a positive way.
By Lorena
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