Dark Xmas tale

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Hamburg agency Jung von Matt has created one of the most miserable – but ultimately heart-warming – ads this Xmas.

The agency shot this one for German supermarket chain Edeka. It tells the story of an old man who spends the holidays alone year after year, because his children and grandchildren are too busy to come visit him.

Things take a familiar turn for the tragic when the old man finally dies, lonely and alone.

Overall, it’s not apparent what the whole gag has to do with Edeka’s products, except for the fact that people eat at Christmas—assuming they’re alive.

Presumably, food alone is not enough to bring this family together. And the brand’s position seems reduced to “It’s OK to resort to grand macabre deception if that’s what it takes to bring your loved ones to your holiday table—and buy more of our wares to feed them”.

The spot has quickly become a viral hit, with more than 10 million views on YouTube and another 15 million on Facebook.


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