Being stuck at home juggling full-time jobs and parenting is one of the biggest challenges many moms and dads are facing during the coronavirus pandemic. But this charming spot from German supermarket Penny reminds us of the bright side of being in isolation.
The ad from Serviceplan looks at family life on lockdown through the eyes of a little girl, who only seems to see the upside of it all. There’s “more time to cuddle,” the hallway makes for the “best racetrack,” Mom and Dad “play videogames” all day and she gets to see the stars in her own room (created by a pillow whose sequins reflect sprinkles of light onto the ceiling). Originally, she wanted to go on a plane for vacation, but now she gets to fly through her apartment—jumping on beds, twirling around in the living room. "You are the best. I love you Mama and Papa," the girl says.
It’s a sweet reminder that as dire as being cooped up at home can get, it’s a rare opportunity to cherish those things we often take for granted.
The ad was directed by Emilia Möbus, a Serviceplan copywriter who graduated from Hochschule für Film in Munich. She was able to shoot the film in a private apartment in Germany just before the country imposed its lockdown.
"It is not only our employees who are currently doing so much at the moment, but also families—many of whom we have as customers—who are dealing with major, unexpected challenges in their everyday lives every day," said Stefan Magel, divisional director trading Germany REWE Group and COO of Penny in statement. "We would like to show them with this campaign that they have our full respect for this."
The spot is running on Penny's social channels and will also be supported by a content campaign on Instagram asking families to post pictures of themselves at home with the hashtag #erstmalzuhause and tagged with @pennydeutschland.