Sweaty gardeners are the smell of spring in Hornbach's ad welcoming the season

See Heimat's latest quirky spot for the German retailer

Published On
Mar 18, 2019

Editor's Pick

If there was such a thing as gross-out advertising, this would be it.  Hornbach, the German home improvement retailer known for its quirky advertising, illustrates the coming of spring (and peak DIY time) in a funny new spot by agency Heimat Berlin.  

In the ad, directed by Sam Hibbard via Anorak, a pair of scientists go around taking samples of stinky clothing from heavily sweating men hard at work in their gardens. The items are swallowed by a machine, vacuum-packed and then finally emerge in a vending machine in a grey, urban environment. A young woman picks one out, and ecstatically inhales what Hornbach tell us is "the smell of spring."

It's hilarious--but Hornbach would also have you believe there's a serious message. In the press release, Hornbach's Chief Creative Officer Guido Heffels says you can "view the ad as a discourse on the increasing urbanization and decreasing quality of life in cities."