Cutest Goth Ad Ever? It's Super Bleak, but You'll Be Smiling by the End

Alienation never felt so good

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Ad agency Heimat in Berlin has made the cutest teenage goth ad since Kodak film taught my generation that cheerleaders and dudes in fishnet shirts could be friends.

In this spot for German home improvement brand Hornbach, a gloomy-but-not-sour goth girl is soundly rejected by everyone in her community, who all wear pastels. The direction and camerawork make the contrast more subtle than it sounds. And let's also acknowledge that hers is a totally understandable response to life in that town.

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