From Sunday 29 April the Hornbach home improvement store chain will be broadcasting a new TV advertising spot. Going under the name Symphony, the spot is an extension of the existing highly successful Keiner spürt es so wie Du campaign (‘Nobody experiences it like you’). The spot consists of a sequence of DIY tasks, each bearing a considerable resemblance to music making, and the emotions they arouse in the carpenter, painter, masonry drill operator and so on.
Frank Sahler is head of Hornbach’s Marketing Communication: “Each DIY project has its own distinctive sound. We want to show how the ordinary sounds created by tools, are music to the ear of the DIY-fan.” A pneumatic drill becomes the frenzied sound of the drummer in the band; the monotonous back and forth of the paint roller brush is transformed into the fortissimo of the trombone; while the buzz of a saw through wood synchronises with the harmony of a cello solo. The spot’s emotional effects are supported a clever sequence of images.
Kristina Hölscher – 28. April 2012
Categories: DIY, General, Hardware, News, Press, Video
Tags: Campaign, Hardware Store, Hornbach
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