A grandfather goes on a fitness mission for a very special reason in this emotive German holiday ad

The message is about taking care of yourself in spot by pharmacy chain Doc Morris

Published On
Dec 04, 2020

Editor's Pick

The holiday tearjerkers are coming thick and fast from Europe this year, and many of them seem to feature older men/ grandfather figures. We've seen efforts from Nos in Portugal and Erste in Austria that seems designed to make us weep, and then there was the grandpa in Orange's spot from France that made us cry with laughter. Here comes another, from German pharmacy chain Doc Morris, that might make you both emotional and raise a smile at the same time with its tale of a grandfather on a mission. 

In the spot, created by Jung von Matt/SAGA and directed by Sune Sorensen, we see our protagonist setting his alarm and venturing out to his shed, day after day and in all weather, to work out with a kettlebell. Watched by his incredulous neighbor and struggling at first with the weight, he perseveres and becomes fitter and fitter, adding morning jogs to his routine and impressing everybody. It's only at the end of the spot, on Christmas day, that we find out what his end goal is.

Although there's no branding whatsoever until the end, the final message, which reminds us to "take care" of ourselves, seems fitting for the brand, and although the spot doesn't reference the pandemic, it's ultimately a reminder to us all to look after our health better to be around for our grandchildren, which seems appropriate. 

“I was immediately attracted to the lone portrayal of the protagonist as well as the dynamics of viewing him from both inside-out and outside-in,” says Sorensen in a statement. “Delving into his development and motivations, the stages of conviction, failure, disbelief, comic relief, recovery, and so on, lends itself to quite a few rewards-- not least when working with the actors.”


Dec 04, 2020
Client :
Doc Morris
Agency :
Jung Von Matt

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