Dance clubs might be canceled right now, but there’s still a place where you can stand in line, wait for a bouncer’s nod and then go wild while hiding your identity.
So grab your mask, get in the queue and prepare for the soul-elevating experience of … socially distant shopping?
German pharmacy chain Rossmann has created one of the most relevant-yet-enjoyable ads of the Covid-19 era. As shoppers around the world experience the strange sensation of waiting patiently for a chance to shop for essentials, while simultaneously avoiding all contact with other people, the brand creates a fun, fantastic way of looking at it:
The spot also has a charitable angle, hinted both by its concept and casting of Berlin rapper Massiv as the bouncer. For each like the video gets in social media, the chain will donate to support a nonprofit helping employees of the German night club industry.
The ad’s message translates to “So that we can celebrate together again after the crisis.”
On Instagram, the brand’s post of the ad has been viewed more than a million times, garnering more than 184,000 likes. While most comments have been positive, some Rossmann customers noted that their local store’s employees didn’t have masks and asked the chain to be more consistent in offering and requiring them.
If you know the agency behind the spot, drop me a note via email or at @Griner on Twitter.