This whimsical holiday ad about a hopeful snowdrop takes a grim turn

German grocer Edeka's story of 'Drip the snowdrop' delivers a topical message and continues string of dark holiday messages

Published On
Dec 15, 2021

Editor's Pick

German retailer Edeka is known for its depressing ads. Remember the 2015 effort in which a man organized his own funeral in order to get his family to gather for the holiday? Also, 2016's ad depicted a miserable, stressed-out family and its 2020 spot touched on racial prejudice.

So it's kind of a surprise that this year's ad, "Drip the Snowdrop," opens on what seems at first to be a whimsical animation about drops of snow heading off to snowflake school. Keep watching, though, because Edeka won't disappoint you.

The spot, by Jung von Matt Hamburg, sees Drip excitedly get ready for his big day as a snowflake as he travels to "Snow Academy" in the clouds. The drops of snow assemble at the "snow zone" and dive through the clouds like paratroopers. But then, there's a problem. We won't spoil the ending but suffice to say it has a very topical message for 2021.

The ad, directed by Christopher Riggert via Anorak Berlin, with animation by The Mill, is running online until mid-January.  


Dec 15, 2021
Client :
Agency :
Jung Von Matt-Hamburg
Claas Meinecke
Head of Business Unit :
Marko Mihajlovic
Head of Department :
Anja Tirtey
Team Lead :
Katrin Dellinger
Senior Project Manager :
Theresa Albertz
Managing Creative Director :
Jens Pfau
Executive Creative Director :
Anna Lichnog
Client Service Director :
Florian Laufenberg
Account Director :
Simon Zinserling
Copywriter :
Simon Schaffhöfer
Art Director :
Anna Cringle
Agency Producer :
Niantong Tang
Intern/TV :
Marleen Valien
Head of TV :
Jankel Huppertz
Production Company :
Director :
Christopher Riggert
Executive Producer :
Christiane Dressler
Producer :
Felix Knabel
Director of Photography :
Antonio Paladino
Production Designer :
Fritzi Ngceni
Costume Designer :
Fritzi Ngceni
Casting :
Julia Todorow
VFX Studio :
The Mill
Creative Director :
Jorge Montiel Meurer
Executive Producer :
Becca Jones
Animation :
Ellie Thwaites
Animation :
Larisa Covaciu
Storyboard Artist :
Andrew Brooks
Concept Artist :
Andrew Brooks
Concept Artist :
Eilis Scally
2D Lead :
Ben Turner
2D Lead :
Laique Khan Quraishi
3D Lead :
Michael O'Donoghue
3D Lead :
Sudhir Verma
2D Artist :
Olivia O'Neil
2D Artist :
Gustavo Ribeiro
2D Artist :
Valeria Scalamandre
2D Artist :
Georgie Ford
2D Artist :
Murali Krishna Reddy
3D Artist :
Harsh Borah
3D Artist :
Nicola Gilbert
3D Artist :
Roman Hinkel
3D Artist :
Aaron Morris
3D Artist :
Callum Austin
Animation :
Max Stöhr
Animation :
Onni Pohl
Animation :
Tim Nendza
Animation :
Andreas Rohde
Color :
James Bamford
Sound Design :
Sound Design :
Supreme Music

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