German home improvement store Hornbach has struck it lucky with “Hymne”, the absurd commercial launched in October 2009. Hymne, directed by Nico Beyer, is winning awards for its seamless, poetic integration of incongruous images promoting the superstore with a poignant story of renewal. As an earnest, rhythmic voiceover thunders through a script encouraging viewers to “make it your project”, a sequence of falling walls, abandoned buildings, bursting pipes, and mold-choked rooms collides with improbable fluffy indoor clouds, floating clocks, a rainbow of paint splashing skyward from jilted cans, and a photo of a disintegrating bathroom suddenly sprouting greenery from every opening. Absurd, hilarious, beautiful, the ad is a memorable feat of editing and abstract storytelling.
Click on the image below to play the video in YouTube (HD)
The Hornbach Hymne was developed at Heimat, Berlin, by creative Guido Heffeis, copywriter Matthias Storath
Filming was shot in Berlin by director Nico Beyer via Partizan, Berlin (represented by Crossroads in the US & UK), director of photography Jean-Louis Bompoint, executive producer Moritz Merkel.
Music is by Mosermeyer.
Hymne has earned countless awards and seems destined for more. Most recently, the spot earned silver for Best TV Spot and Best Director and gold for Best Script at May’s German Art Directors Club festival in Frankfurt, the most recognized advertising festival in Germany. The commercial earned the distinction of being the top prize-winner at KLAPPE, also in Germany, earning three golden awards – Best Directing, Best TV Spot, and Best Cinema Spot – and a silver for Best Script. Other accolades include a gold medal in the Creative Use of Media category at the Montreux International Advertising and Multimedia Festival, gold at the Spotlight Awards, and a win in the Integrated Campaign category at Belgrade’s Epica Awards.