Even a Spectacular Home Improvement Fail Is Uplifting in Ad From Hornbach

Andreas Nilsson Helms Spot for the German Retailer

Published On
Mar 16, 2017

Editor's Pick

German DIY retailer Hornbach is back with another standout spot from its agency, Heimat Berlin, this time calling upon the talents of director Andreas Nilsson (Target's "Toycracker" and Volvo's "Epic Split"). Heimat's previous spot focused on putting all your crazy into home improvement and now it takes the idea one step further -- actually relishing the moment when all your hard work ends in failure.

This happens on a spectacular level in the spot, in which a son is horrified to see his father, putting the finishing touches to an ambitious structure, disappears under a pile of planks and rubble as the whole thing dramatically collapses. The boy's first reaction is to burst into tears, but Dad emerges from the heap -- not crying, but laughing hysterically, even when he pulls a massive splinter from his nose.

The tagline of the ad is "regret nothing," and social content accompanying the campaign includes a website dedicated to the "poetry of failure."

As usual with Heimat's work, there's some psychological insight behind the theme.

"Every project has its pitfalls and its challenges," says Guido Heffels, creative director at Heimat, in a statement. "It was time to shatter the image of the notorious hero, yet still have this character emerge victoriously from the rubble of his endeavors. Giving something a go, having the courage to try, and everything that goes along with it -- including the possibility of defeat: In our culture, defeat is almost sneered at and is not really considered an option."