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Heimkommen

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Heimkommen (coming home) and the related hashtag #heimkommen is a German commercial video for the supermarket corporation Edeka that went viral in November and December 2015.

Background

The narrative is about a well-to-do grandfather receiving various christmas messages from his successfull children over christmas, which call off meetings at christmas over years. He fakes his one death and the mourning family travels to his place, surprised by a living grandfather, that tells them I had no other way to bring you together. The finale still, after the family reunites in a happy party shows the EDEKA logo. The responsible agency is Jung von Matt. Alex Feil directed the clip (1:46 min length), which was shot in Prague und Bangkok.[1]. Florian Lakenmacher of Supreme Music wrote the song Dad for it, sung by Neele Ternes.[2] The song went on place 43 of the German Charts.[3]

Arthur Tulloch Nightingale was main actor in the viral video.[4][5][6] Edeka has published the commercial on November 28 on Facebook and YouTube. On December 2 it had already received 300,000 likes and 500,000 shares on Facebook and over 20 million views on YouTube,[7] As of December 18 the views on YouTube have increased to over 43 million.[8]

Reviews and Reactions

British chains often use emotional ads for christmas, which was not the custom in Germany so far.[9][10] #heimkommen lead on a current chart of such ads with more than 33 million clicks after a week.[11] The video is a showcase for Integrated Marketing Communications on different channels.[12] Parodies include an angry family killing the granddad due to his fraud[13] [14]and a poster from Deutsche Bahn with Arthur Nightingdale in a restaurant carriage, and the line Opa don't wait till they come to you.[15][16] An italian PR agency casted the spot shortly after its release with an Italian background, the nonno in that case utters fears about his stock of parmesan cheese deteriorating. [17] [18]

References

  1. ^ Kerstin Münstermann (2015-12-01). "So wurde der Edeka-Spot auf Erfolg optimiert". Welt Online. Retrieved 2015-12-17.
  2. ^ ""Dad" von Neele Ternes – Song der Edeka-Werbung als Download". salsa-und-tango.de. Retrieved 2015-12-20.
  3. ^ "Offizielle Deutsche Charts – Offizielle Deutsche Charts". offiziellecharts.de. Retrieved 2015-12-20.
  4. ^ DPA: Edeka und der einsame Rentner. Tagesspiegel, 30 November 2015 (German)
  5. ^ GRANDFATHER GOES TO EXTREMES TO BRING FAMILY HOME FOR CHRISTMAS IN GERMAN AD ABC, 2. December 2015
  6. ^ German Supermarket's Christmas ad brings millions to tears. 9News, 3 December 2015
  7. ^ Plötzlich wollen Weihnachten alle zu Opa. stern.de, 2 December 2015 (German)
  8. ^ https://www.youtube.com/watch?v=V6-0kYhqoRo (retrieved 18 December 2015)
  9. ^ "The Christmas commercials that turned into a smash hit | Culture | DW.COM | 08.11.2015". DW.COM. Retrieved 2015-12-21.
  10. ^ "German supermarket's Christmas ad goes viral | Business | DW.COM | 30.11.2015". DW.COM. Retrieved 2015-12-21.
  11. ^ Shona Ghosh (9.12.2015). "German supermarket Edeka's Christmas ad beats John Lewis and Sainsbury's on YouTube". www.marketingmagazine.co.uk. Retrieved 2015-12-21. {{cite web}}: Check date values in: |date= (help)
  12. ^ "W&V: Jung von Matt gelingt Weihnachts-Sensation für Edeka". www.wuv.de. Retrieved 2015-12-21.
  13. ^ Circus HalliGalli Weihnachtsclip – #heimkommen on YouTube, 14. Dezember 2015
  14. ^ Michael Hanfeld (2015-12-15), "Anti-Edeka-Werbespot „Du perverser alter Mann"", Frankfurter Allgemeine Zeitung, ISSN 0174-4909, retrieved 2015-12-21
  15. ^ "DB Bahn – Chronik-Fotos | Facebook". facebook.com. 2 December 2015. Retrieved 2015-12-17.
  16. ^ Ulrike App (3 December 2015). "W&V: #Heimkommen: So kümmert sich die Bahn um den Edeka-Opa". www.wuv.de. Retrieved 2015-12-21.
  17. ^ "Il nonno si finge morto per Natale? Spunta la parodia italiana dello spot". LaStampa.it (in Italian). 7 December 2015. Retrieved 2015-12-22.
  18. ^ "La minaccia del nonno: "Se non venite butto la parmigiana"". L'Huffington Post. 7 December 2015. Retrieved 2015-12-22.
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