Man Feels His House’s Pain in Crazy New Home-Improvement Ad

Another strange spot from Hornbach

Headshot of Tim Nudd

Hornbach is the world's most outrageous home-improvement advertiser. Every few months, the German chain releases a bizarre new commercial, usually showing the main character experiencing the rush of do-it-yourself construction projects as some kind of extravagant sensory explosion. Its recent epic spots have included one with a deck builder wielding a hammer of the gods, and another in which the very sounds of home improvement are beautifully symphonic to their many-eared practitioners. (And let's not even get into the awesomeness of the brand's surreal short film "The Infinite House.") So, now, Hornbach is out with its latest spot—as always, it's from ad agency Heimat—which is on a par with the previous work, although this time with even more of a creepy edge to it. Suffice it to say, the lead character here is intimately attuned to the condition of his home, even from a distance, and feels any sign of weakness like a Jedi would a disturbance in the Force. Shot with irrestistible cinematic gloom by director Martin Krejci—and with a sudden tonal shift at the end that's actually quite hilarious—it's a worthy new chapter in Hornbach's own quirky ongoing construction project: that of crafting the world's craziest home-improvement ads. Credits after the jump.

Client: Hornbach

Agency: Heimat Werbeagentur GmbH

Executive Creative Director: Guido Heffels

Creatives: Mirjam Kundt, Susanna Fill

Client: Hornbach Baumarkt AG

Head of Marketing Communications: Frank Sahler

Production Company: STINK

Executive Producer: Jan Dressler

Director: Martin Krejci

Director of Photography: Stepan Kucera

Postproduction: Tom Sparks, NHB; Berlin

Editor: Filip Malasek / Nils Landmark

Music Composer: Rudi Moser

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@nudd Tim Nudd is a former creative editor of Adweek.