Jung Von Matt's heart-rending ad for German supermarket Edeka has won a Grand Prix in the new Music category at the Cannes Lions International Festival of Creativity. The ad, in which an elderly father finally succeeds in getting all of his family from around the world to come home for Christmas by inviting them to his (fake) funeral, featured an original composition, "Dad," from German singer Neele Ternes.
Read more about the category over at AdAge.com.
John Lewis found a nuanced, metaphorical way to explore the subject of loneliness and old age at Christmas-time with its Man in the Moon ad, but German supermarket Edeka has no such qualms. It goes straight for the jugular in this spot through Jung von Matt, in which a lonely grandfather finds a pretty shocking way to reunite his family for the holidays.
They're all too busy and far-flung to come over, and year after year we see him eating his Christmas meal all alone as he listens to an answerphone full of excuses. But there's a guaranteed way of getting them there; faking his own death. He summons them all for a funeral, and when they appear at his house -- surprised to find the table set for dinner -- he explains "it was the only way of getting you all together." Amazingly not one single member of the family freaks out over this (you'd think there would be one); instead, they're overjoyed and they all sit down together to appreciate the season.
Directed by Alex Feil at Tempomedia, the ad is causing something of a storm on Twitter, where users have already flocked to say how much it made them cry. But not everyone liked it: it also been described as "freaking depressing" and "pretty dark" for a Christmas ad.