Coming home

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Movie
Original title Coming home
Country of production Germany
original language German
Publishing year 2015
length 1:46 minutes
Rod
Director Alex Feil
production Justin Mundhenke
music Florian Lakenmacher (composition); Neele Ternes (vocals)
camera Carlo Jelavic
occupation

Arthur Nightingale : pensioner Werner
Stella Stocker : daughter

Coming home (in hashtag spelling #heimkommen ) is a commercial for the retail company Edeka . The clip, released at the end of November 2015, was widely distributed as a viral video and received worldwide attention. The spot is regarded as an aesthetically and emotionally particularly appealing example of an advertising film. The plot evokes strong emotions, which was previously unusual for a German advertising film.

action

The short film tells of a wealthy grandfather who spends Christmas alone for several years after his children and grandchildren have regularly turned down. Then you see the children with the news of their grandfather's death. When they all arrive for the funeral, the man, who is by no means dead, shows himself to them with the words: “How else could I have brought you all together?” Then you can see the whole family celebrating together.

production

The advertising agency in charge is Jung von Matt . Alex Feil is the director of the 1:46 minute clip, which was filmed in Prague and Bangkok . The role of the grandfather is played by the British actor Arthur Nightingale , who was dubbed. As Edeka does not exist in Great Britain, he did not know Edeka before the commercial was shot and has never shopped there. The actress Stella Stocker plays his daughter. The idea and the first draft of the script for the commercial come from the writer Simon Urban , who reports that the original version of the film was still called “The Last Meal”. Florian Lakenmacher from the Hamburg production company Supreme Music wrote his own song for the spot called Dad , which the Oldenburg singer Neele Ternes sings. According to Jens Pfau from the Jung und Matt agency, who developed the spot, an "emotional Christmas greeting to Germany" was requested during the customer briefing. It is assumed that the emotionally touching story will be talked about for years to come. At 1:45 minutes, the spot is comparatively long, which is in line with research results on triggering feelings: triggering humor, fear, shock or disgust takes much less time than creating sadness, which requires a longer narrative.

The full length of the commercial can only be seen on YouTube ; a shortened version is shown on television. The song Dad , interpreted by the singer Neele Ternes , was also published on SoundCloud and viewed over 150,000 times. From December 11, it was also offered as a single, rose to number 43 in the German charts after a week and finally reached number 32 (as of December 25, 2015). According to its own information, EDEKA donates the proceeds from the chargeable downloads to the charitable visiting services for lonely people.

perception

Access numbers

The video was released on November 28th, the first Saturday in Advent. It was viewed 5 million times on Facebook and 1.2 million times on YouTube within the first 24 hours . After a week, the number of views on YouTube was over 30 million and in mid-December it was around 42 million. The video was largely positively received on social media and spread about three times as fast as the internet music video with the song Supergeil, which was rewritten for Edeka, at the beginning of 2014 . It also had higher views than the December 2014 viral video box office symphony , which played jingle bells through the tones of scanner tills .

A British marketing magazine compiled a global ranking of comparable Christmas commercials in 2015, #heimkommen led with over 33 million clicks after a week, well ahead of spots from the supermarket chains John Lewis and Sainsbury . According to the Stuttgarter Zeitung, advertising, if it hits the zeitgeist , is not an annoyance that needs to be clicked away - it is viewed and distributed with pleasure. In terms of shares, the amount of content shared on social media, the video is well ahead of British and German Christmas clips.

environment

Correspondingly emotional commercials for Christmas are quite common in English-speaking retail chains, but have not been used in this way by German companies. The narrative of the lonely old man and his family relationship was discussed several times in 2015, including on the streaming portal Pornhub, which is known for parodies . In 2015 , the British Aldi group also turned over the Christmas commercial for the John Lewis department store group with an older man on the moon to advertise themselves for inexpensive (re) telescopes.

Imitators

The Edeka advertising was picked up and processed several times. The German railway publishing a photo montage and put the grandfather in an ICE dining car with the caption: "Dear Grandpa, do not wait until they come to you." An Italian agency in early December 2015, the spot re-shot completely and in Italian Environment located; Grandfather doesn't want his Parmesan supplies to go bad in that case.

A parody of the spot was filmed for the TV show Circus HalliGalli , in which Udo Walz 's grandfather Udo, when he proves to be alive, is first insulted by Olli , Joko and Klaas and finally shot by Grandma Violetta .

reception

The response in the press was ambivalent, on the one hand the emotional approach was emphasized and the advertising success was recognized, on the other hand the faked death was viewed critically. The daily newspaper Die Welt described the commercial as “super-tasteless”. The ARD reported on mixed reactions on the net. The film also attracted attention abroad, for example in Austria and the USA . In Australia a much darker and frightening tone was noticed, especially in comparison to the domestic Christmas spots, which in one case had been criticized as being too white-bread (stuffy), in another case because of a rather campy depiction of the reindeer Rudolph . The Irish tabloid Sun noted parallels with the John Lewis spots. Le Point in France emphasized the wide reach and emotional message of the commercial, similar to the French-language television channel TNTV in Tahiti .

The Süddeutsche Zeitung spoke of a strategically very modern advertising, which also represents a masterpiece of the advertising film in purely aesthetic terms. The production tells a story in the 57 shots that would also be suitable for the cinema. Frank Zimmer, online editor at W&V , praises the " integrated communication like out of a textbook" because the "message is spread on all channels - from Facebook to Soundcloud to cinema and TV ". According to a study by the rating agency Advertising , the emotional depth does not necessarily promote sales, as the many emotionally charged moments in the film might even act as anti-advertising. Others see the spot as an emotional benchmark for the advertising industry for 2015 and a courageous decision. Media scientist Meike Uhrig sees the clip as part of a tendency to give up quick product advertising in favor of lavishly produced and medium-term image campaigns.

The Protestant regional bishop Susanne Breit-Keßler described the film as a “sermon on a small scale” that calls for “humanity and warmth at Christmas”. Against the background that employees of his organization are often the only ones with whom lonely elderly people still have contact, the President of the Upper Austrian Red Cross , Walter Aichinger , welcomed it when a commercial like #Heimkommen promotes giving other people time. According to the rating agency Advertising, the success of Heimkommen was not reflected in higher sales, as the commercial triggers a sales-inhibiting effect on consumers, as the Edeka company has been associated with loneliness , grief and death .

Awards

Web links

swell

  1. ↑ a b c Frank Zimmer: Jung von Matt creates a Christmas sensation for Edeka. In: WUV. November 29, 2015, accessed December 22, 2015 .
  2. ↑ a b c Martin Zips: The grandpa who makes everyone cry . In: Süddeutsche Zeitung . December 2, 2015, ISSN  0174-4917 ( online [accessed December 23, 2015]).
  3. ↑ Edeka-Grandpa: Neele Ternes, the woman who sings the song, is chatting here. In: klatsch-tratsch.de. December 12, 2015, accessed December 22, 2015 .
  4. ↑ Barbara Vorsamer: Controversial Edeka spot: touching, but unrealistic . In: Süddeutsche Zeitung . December 1, 2015, ISSN  0174-4917 ( online [accessed December 22, 2015]).
  5. ↑ a b Kerstin Münstermann: This is how the Edeka spot was optimized for success. In: Welt Online. December 1, 2015, accessed December 17, 2015 .
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  7. ↑ Lonely senior cheats: "Edeka-Grandpa" buys at Lidl , n-tv , December 16, 2015
  8. ^ Simon Urban - Schöffling & Co. Verlag. Retrieved June 5, 2020 .
  9. ↑ EDEKA | Jung von Matt | Home For Christmas | WE LOVE AD. Retrieved June 5, 2020 .
  10. ↑ EDEKA Viral #come home. In: simonurban.de. Retrieved June 5, 2020 .
  11. ^ "Dad" by Neele Ternes - song of the Edeka advertisement as download. In: salsa-und-tango.de. December 12, 2015, accessed December 20, 2015 .
  12. ↑ a b c d Angelika Slavik, David Steinitz: Howl! How advertising agencies play with emotions . In: Süddeutsche Zeitung . December 5, 2015, ISSN  0174-4917 ( online [accessed December 22, 2015]).
  13. ↑ a b Kathrin Hollmer: Consciously on the lacrimal gland. In: Jetzt.de Süddeutsche Zeitung. December 4, 2015, accessed December 23, 2015 .
  14. ↑ Official German Charts - Official German Charts. In: officialcharts.de. Retrieved December 20, 2015 .
  15. ↑ This film gets under your skin. In: EDEKA. Retrieved December 26, 2015 .
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  17. ↑ The 5 best Christmas videos of 2015 I how2.expert. In: how2.expert. December 9, 2015, accessed December 29, 2015 .
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  20. ↑ Susanne Herrmann: Jung von Matt is a social video master. In: W&V. December 9, 2015, accessed December 22, 2015 .
  21. ^ Dana Regev: The Christmas commercials that turned into a smash hit. In: DW.COM. November 8, 2015, accessed December 21, 2015 .
  22. ↑ Janelle Dumalaon: German supermarket's Christmas ad goes viral. In: DW.COM. November 30, 2015, accessed December 21, 2015 .
  23. ↑ Jan Georg Plavec: Parody of Edeka spot: Shoot Grandpa - or porn voucher - Stuttgarter Nachrichten. In: Stuttgarter Nachrichten. December 15, 2015, accessed December 22, 2015 .
  24. ↑ DB Bahn - Chronicle Photos | Facebook. In: facebook.com. December 2, 2015, accessed December 17, 2015 .
  25. ↑ Ulrike App: #Home Come: This is how the train takes care of the Edeka grandpa. In: WUV. December 3, 2015, accessed December 21, 2015 .
  26. ^ Il nonno si finge morto per Natale? Spunta la parodia italiana dello spot. In: LaStampa.it. December 7, 2015, accessed December 22, 2015 (Italian).
  27. ↑ La minaccia del nonno: "Se non venite butto la parmigiana". In: L'Huffington Post. December 7, 2015, accessed December 22, 2015 .
  28. ↑ Circus HalliGalli Christmas clip - #come home on YouTube , December 14, 2015
  29. ↑ Michael Hanfeld: Anti-Edeka commercial "You perverse old man" . In: Frankfurter Allgemeine Zeitung . December 15, 2015, ISSN  0174-4909 ( online [accessed December 21, 2015]).
  30. ↑ Christmas # home: Edeka advertising: Not only this grandpa will move you to tears. In: shz.de. November 30, 2015, accessed December 20, 2015 .
  31. ↑ Barbara Vorsamer: Controversial Edeka spot: Extremely unrealistic, but still a lesson . In: sueddeutsche.de . December 1, 2015, ISSN  0174-4917 ( sueddeutsche.de ).
  32. ↑ Antje Hildebrandt: With #heimkommen, Edeka has gone over the top. In: Welt Online. November 30, 2015, accessed December 20, 2015 .
  33. ↑ Antje Hildebrandt: Super-Tasteless: With #heimkommen, Edeka crossed the line , Die Welt, November 30, 2015
  34. ↑ WDR: Video "Netzreporter: #heimkommen zum Opa" - morning magazine. (No longer available online.) In: Netzreporter: #heimkommen zum Opa. December 3, 2015, archived from the original on December 22, 2015 ; accessed on December 21, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.ardmediathek.de
  35. ↑ #come home: lonely old man is hit on the web. Der Standard , November 30, 2015, accessed December 21, 2015
  36. ↑ Jessica Estepa: German supermarket chain EDEKA releases tearjerker of a Christmas ad. In: usatoday.com. USA TODAY, December 2, 2015, accessed December 22, 2015 .
  37. ↑ Grandfather goes to extreme lengths to bring family home for Christmas in ad for German Edeka. In: abc7news.com. ABC7 San Francisco, December 2, 2015, accessed December 22, 2015 .
  38. ^ Frank Chung and Dana McCauley: It's enough to put you off the silly season. In: NewsComAu. December 3, 2015, accessed December 21, 2015 .
  39. ↑ Hayley Richardson: That's not very festive Germans make John Lewis style Christmas ad where dad fakes his own death. (No longer available online.) In: The Sun. December 1, 2015, archived from the original on December 22, 2015 ; accessed on December 21, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.thesun.ie
  40. ↑ Frederic Therin: La pub de Noël qui fait pleurer toute l'Allemagne. In: Le Point. December 14, 2015, accessed December 21, 2015 (French).
  41. ↑ Une pub allemande fait sensation à l'approche de Noël. In: TNTV - Actualité, news, replay et direct live de Polynésie. December 12, 2015, accessed December 21, 2015 .
  42. ^ Daniela Strasser: What can be learned from the Edeka campaign. wuv.de, November 30, 2015, accessed December 21, 2015 .
  43. ↑ Ingo Rentz: No sales through # coming home ?: Neuromarketing study confirms Edeka spot to have a sales-inhibiting effect. In: HORIZONT. December 16, 2015, accessed December 21, 2015 .
  44. ↑ Catrin Bialek: “#Heimkommen” spot: Do high click figures mean more sales? handelsblatt.com, November 30, 2015, accessed December 21, 2015 .
  45. ↑ Peter Praschl: Germans need a sledgehammer for feelings . In: Welt Online . December 6, 2015 ( welt.de [accessed December 21, 2015]).
  46. ↑ Red Cross Upper Austria: #heimkommen - A commercial with lots of discussion. roteskreuz.at, accessed on December 22, 2015 .
  47. ↑ Eva Voss: No higher sales: Why the Edeka commercial #heimkommen is so successful. NOZ, December 30, 2015, accessed December 31, 2015