Top Spot of the Week: Tom Kuntz Directs Hornbach Larger-Than-Life DIY Spot For Heimat Berlin


Robert Goldrich
Thursday, Sep. 24, 2020


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European home improvement superstore Hornbach is launching its latest campaign from Berlin-based ad agency Heimat with a film that pays homage to the do-it-yourself (DIY) spirit, as reflected in a new slogan: “It seems impossible. Until you do it.”

Accentuating the initial feeling of a task being “impossible” is a man who’s a miniature version of himself, having to replace a gargantuan sink that dwarfs him. But the gent is undaunted. He tackles the challenge head on with his willpower, ingenuity and strength, ultimately succeeding in what at first seemed an almost superhuman feat. The new washbasin is up and running, our hero has returned to normal size, and the task at hand proved not to be so impossible once he put his mind to it.

Besides the visually stunning production, this charming self-will also contains a dose of humor. That’s because the protagonist not only has to deal with the fiddly nature of the project, but also contend with a fly that buzzing past him menacingly.

Tom Kuntz, whose production house roost is MJZ, directed this ambitious yet well humored spot via Germany’s Tony Petersen Film.

“Organizing a mammoth project of this kind during the coronavirus pandemic is definitely on a par with the pluckiness of our DIY hero,” observed Heimat founder Guido Heffels. ““Arranging coronavirus tests for everyone involved in the shoot, having reduced personnel on the set, taking everyone’s temperature, constantly making fine adjustments from a distance. But then anything is possible when you actually do it--with courage and a level head.”


Client Hornbach Agency Heimat Berlin Production Tony Petersen Film Tom Kuntz, director; Hoyte van Hoytema, DP; Michael Duttenhöfer, producer. Music 2WEI Sound Design Loft Tonstudios GmbH

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