Supermarket Ruffles Feathers With a Very Strange Parable About a Heavy Boy Who Wants to Fly

Edeka presents 'Eatkarus'

It’s not often that supermarket ads break the glass barrier of their home countries, but German supermarket Edeka swings it systematically. It has shown it can touch our hearts, make us laugh, bring the mundane to life and even appeal to our darker selves. It’s a brand that’s as curious and dynamic as the people it’s addressing.

@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.