Humor instead of tears
Edeka now discounter? Christmas spot imitates well-known series
Christmas spots from the big discounters also arrive around Advent. Edeka is daring to change its style this year – away from big emotions and towards humor and lightness.
Advent is a time of great emotions – even for the large supermarket chains, which publish lavishly produced commercials every year in the run-up to Christmas. In recent years, the films have mostly provoked tears, shown touching stories and advocated for social cohesion.
This year, Edeka is choosing a different way to appeal to customers for the Christmas business: the company is relying on humor – and a well-known series. The current spot is based on the Amazon series “The Discounters”. Actor Marc Hosemann plays the main role.
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Edeka is based on the Amazon series “The Discounters” for Christmas
“The Discounters” also takes place in a supermarket and shows how Hosemann as store manager Thorsten and his employees try to cope with the daily madness. There are now three seasons on Amazon Prime Video.
Edeka takes advantage of the parallel and has Hosemann appear as the Edeka branch manager. Apart from his employer, the 54-year-old behaves just like in the series: he encourages the other supermarket employees to work, constantly comes around the corner with bizarre ideas and also scares customers with strange marketing ideas. In short: a boss who drives his employees to despair.
Marc Hosemann in his star role as branch manager
As in the mockumentary series, the employees shake their heads at their boss’s antics and mostly act according to their own common sense. Finally, Hosemann calls two employees into his office – not to reprimand them, but to sit with them over sausages and potato salad.
What six mistakes we make at Christmas – and how we can avoid them
Don’t have too high expectations! Anyone who expects perfection on Christmas Day can only be bitterly disappointed. The holidays are some of the most stressful of the year. Approach Christmas in a relaxed manner, distribute tasks and don’t take everything so seriously. Ultimately, it’s about you being with your loved ones.
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“In the end, it’s about the message that anything you like is allowed around the holiday – true to the motto: Celebrate Christmas however you want!”, said Edeka about the not entirely ordinary Christmas campaign. Many people longed for “humor and lightness.” In addition to the full version, which is more than four minutes long, the company also produced two excerpts, each half a minute long. In the next few days and weeks, the other large discounters are also expected to publish their Christmas commercials – and perhaps also deliver one or two breaks in style.
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Source: Stern
