Man emerges from a chrysalis, ready for spring, in Hornbach’s freaky new ad

HeimatTBWA\ ad promises new beginnings on behalf of the European gardening and home improvement store

Published On
Mar 01, 2024
A man crawling on the grass after dropping out of a chrysalis

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You can always count on Hornbach for a little offbeat humor. And here’s the latest slice of absurdism from the European gardening and home improvement chain: a spot that frames spring projects as chance to be reborn—quite literally.

The ad, created by HeimatTBWA\ and directed by Traktor, opens with a giant dripping chrysalis—yellow, with brown spots—hanging from a tree. Within a few seconds, we realize there is a human face inside, pushing against the sides, eyes darting around.

You can well imagine what happens next.


The image of our hero at the end, “staggering like a newborn foal,” as the press materials put it, is as good a metaphor as we’ve seen for emerging from winter into the endless possibilities of spring. 

"Every spring, a new beginning,” the spot says at the end.

“As a brand, it is our declared goal to meet our customers’ longing with the typical Hornbach zest for action, both in gardening projects and in real life,” said Thomas Schnaitmann, the company’s head of international brand.

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“The supposed ‘craziness’ of the story and its implementation roughly corresponds to the assumed euphoria of an average garden owner in spring,” added Guido Heffels, co-founder and chief creative officer of HeimatTBWA\—who has been leading creative on the Hornbach account for 23 years.

Teasers ads have been running for a week, showing just the cocoon. The full spot breaks today (March 1), on TV and in theaters. The campaign is running in Germany (where the client and agency are based), Austria, Switzerland, Luxembourg, the Netherlands, Sweden, the Czech Republic, Slovakia and Romania.