Live long and perspire

German DIY superstore Hornbach's absurd new ad shows what really goes on when you're breaking a sweat.
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It’s only the first day of spring, and we can’t say that we’re feeling particularly sweaty over here at the Stimulant HQ (confession: this author may or may not be writing this while wrapped in a blankie). But German DIY superstore chain Hornbach’s new campaign still wants you to “sweat it out.”

Hornbach’s new campaign, entitled “Sweat it Out,” takes a surrealist look at the “benefits” of heavy physical labour in the home and garden. Sort of.

The 30-second spot takes place in a dark, claustrophobic cavern with occupants ranging from a stressed-out businessman to diligent labourers and heavy-metal guitarists. We’re not entirely sure what they’re up to, but whatever it is, it’s really, really loud. And in the end, all of that nonsense is to actually represent the inner stress that goes on when working outside.

Take a look for your daily dose of “What the hell did I just watch?”

Sometimes, absurdism works. This is one of those times.

The craziness comes together seamlessly thanks to Hornbach’s creative partner, Heimat. The campaign somehow manages to combine over-the-top fantastical elements with a relatable concept — that outdoor work is gonna make you sweat. For that reason, the campaign launched on the first day of spring.

And you know, while we’re still sitting here, wrapped in our office blankies, there’s a faint possibility we’re praying for some angry businessmen and heavy metal guitarists helping us work up a sweat at a cellular level.


Client: Hornbach
Agency: Heimat
Creative lead: Guido Heffels
Director: Andreas Nilsson
Designer: Peter Grant