Putz family

Family Putz (2019)

The Putz family is a fictional family that has been promoting the Austrian furniture store XXXLutz since 1999 . It is a creation of the advertising agency Demner, Merlicek & Bergmann .

Design and composition

The individual spots in the series are designed in such a way that current events or well-known or famous people are satirized, musicals, classical works are reenacted or hits are interpreted.

The name and the composition of the family comes partly from the former TV show Familie Petz by Pezi (here Putzi), known from the Kasperl , only that there is a grandma instead of a grandfather.

Over the years, the Putz family was able to acquire a very high level of awareness and even a certain cult status in Austria. On the other hand, there is also strong opposition to this type of advertising. The sentence “Oiso i find des supa” used in the spots comes from Sigi Maron's own statement and was recorded in the course of ORF filming.

history

In 1999 the family was brought into being by the Demner, Merlicek & Bergmann agency on behalf of the Austrian furniture store XXXLutz. Originally a one-year campaign in the style of a sitcom was planned, but after several adaptations it turned into 250 TV and 1100 radio spots in 20 years, which cost more than 50 million euros.

The advertising agency received the 2004 State Marketing Prize for its creation .

In 2007 the Putz family took over a partnership for Kindernothilfe , in line with the usual practice of sponsoring “real” personalities. For the Licht ins Dunkel campaign , meals were auctioned off with the fictional family.

In 2008 the advertisement with the Putz family was chosen as the second most popular after the Spar advertisement with Mirjam Weichselbraun . In addition, a spot with a satire of the classic Dinner for One was produced in the same year . This was longer, like the original, broadcast regularly at the turn of the year on New Year's Eve .

At the end of 2009, the then four-member advertising family was expanded to include a fifth family member: Ixi, Putzi Putz's friend.

In February 2010, Trude Fukar (1920-2012) was replaced as grandma by Zdenka Hartmann, who had previously been used as their double.

In autumn 2017 there were protests against the campaign "These are the Ten Commandments of XXXLutz". On the one hand, religious feelings would have been violated, on the other hand, the threat criticized as "anti-senior" came in a spot: "Save the comment, otherwise you will come to the home." in front. This sentence was then removed or the title changed to "... Ten offers ...". The agency relied on quoting not the Bible but the film The Life of Brian .