Saab 900 Convertible in Hornbach’s Epic Spring Campaign

What happens if you don’t take care of the garden in spring? Hornbach gives a curious answer to this in its new spring campaign.

No, the new Hornbach campaign is not the longest commercial in the world, despite running for more than two minutes – Old Spice has held this title since 2019. But even so, the german do-it-yourself giant is ringing in spring with an appearance that raises the bar for German retail advertising, both cinematically and strategically. And fans of American B-Movies can also look forward to a small homage to a real classic of the genre.

At the heart of this campaign advertisement are garden plants and flowers, and their care. Cute commercial  showing what can happen if you don’t look after your garden in spring: It will simply find its own way to the nearest “HORNBACH” store – even if it must steal your (Saab 900 Convertible) car to get there.

In the 2:14 minute commercial developed by the Heimat agency entitled “Come to Hornbach. Before your garden does” the neglected green, accompanied by a specially created song in the best “Hair Metal” manner, simply makes its own way to the nearest Hornbach market – and that too in its owner’s car.

Advertisement tells how a piece of lawn, a few bushes and a young, cheeky tree, which immediately ends up behind the wheel, grab the Saab convertible from their owner’s garage and drive to Hornbach.

They not only make a stopover in a diner, collect a ticket that the policeman impales on one of their branches, but also use the gas station toilet in an exemplary manner and shortly before their destination they pick up a special hitchhiker.

The attention for the campaign, which is spread across all channels from OOH to social media and TV, even here on Oscar night and during international breaks, as well. Spin-offs like the three-part “Scary Stories” from the spot about the unleashed garden also flicker across the screen in cinemas.

Ad Video Credits

Agency: Heimat Berlin
Film Production: Stink Berlin
Director: Traktor
Music: Finger Music & Sound Design
Sound Design (LOFT): David Arnold