In this busy world we live in, it is quite hard to grab people’s attention. It gets even harder when there are so many things readily available in the internet world and so many people with different interests. That is until your advertisement succeeds at catching people’s attention so much that the busy world of the internet helps your company get noticed through a viral post across the world.
EDEKA, a German supermarket company created a Christmas advertisement where they told the story of an elderly father whose children – who were actually adults that shared a busy life and/or successful career and lived far away – were never home for Christmas. He is shown sitting at the dinner table on Christmas Eve alone for many years up until he gets tired of it and plans a trick on his children so they would come home. He fakes his own death – yes, I know – and so everybody comes home to the surprise that, whoops, he is still alive and tricked everybody! They then get to sit at the table and enjoy a family Christmas Eve dinner to EDEKA purchased foods and drinks.
The advertisement became viral for many different reasons. Many people were very touched and even cried during the advertisement – not me… maybe me – and many people were quite outraged by a father who lies to his children and grandchildren about his own fake, planned and as a means to an end death. Regardless of how people felt about it, being an international student myself and also being friends with many other internationals on Facebook, I was able to notice how viral the advertisement actually became. Not only many known social media pages were reposting and commenting about the video in the United States, but my friends from all over the world were sharing the video (which all included subtitles in their own native language) as well as known social media pages from all over the world. Even Buzzfeed made a video entirely about the EDEKA commercial.
EDEKA could be considered lucky for the fact that now the world knows about the supermarket and maybe if I ever visit Germany I at least know where I can buy food; but we have to recognize the hard work and effort of the people behind the creative team who developed such an emotional advertisement that had such a statement message to it so much it became viral in the internet. The advertisement barely sells the idea of “Come shop at EDEKA this Christmas season” and that is what is most special about it. Companies have an extremely high cash making and branding potential online and in my point of view companies should focus on unique, non-sales pitch, statement making advertisements that people are going to want to share. Share by share, your advertisement can go a long, long way… and so can your brand!
Here is the AD if you haven’t seen it -- which, I highly doubt you haven’t!
- What are your thoughts on the EDEKA commercial as a means of advertisement?
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