Man Marries His Beloved Saw in Latest Hornbach Spot from Heimat

HORNBACH and HEIMAT are celebrating the intimate relationship between seasoned DIY enthusiasts and their tools with the 'Every project brings you closer' campaign. 

The campaign is based on a fundamental DIY truth: every tool that accompanies a DIY enthusiast over the projects and years acquires a particular emotional value. Side by side, you go through the highs and lows. Which bonds you together.

This is the stuff true drama is made of, translated humorously in typical HORNBACH fashion. In the commercial, the protagonist thinks back on some of the great moments he has lived through with his saw, beginning with projects, then dancing intimately at a party, and finally tying the knot at the altar.

“Every passionate DIY enthusiast uses lots of tools and equipment. But they have a special relationship with at least one of them. Together they have been through much and achieved great things. It is time to honour these tools and equipment as they deserve,” says Thomas Schnaitmann, who is responsible for HORNBACH’s brand activities.

Furthermore, long-standing relationships are highly sustainable. The campaign manages to highlight this without pointing the finger or falling back on advertising clichés. “A quality tool at a fair price is inherently sustainable. Ideally it will be passed down through the generations,” says Guido Heffels, HEIMAT, Berlin chief creative officer.

This new, affectionate commercial was filmed under the direction of Spaniard Pep Bosch, who has already created HORNBACH advertisements like 'Every Change Needs a Beginning' and 'Gothic Girl' (Say it with your project).

Production was done by Trigger Happy Productions in Berlin. The video soundtrack is “Je veux que tu m’embrasses” by Pascale Borel. The commercial is accompanied by an equally humorous print campaign showing somewhat unconventional images of weddings between people and their tools. The three visuals were created by the Austrian photographer Daniel Gebhart de Koekkoek. The campaign is complemented by entertaining radio commercials which underline people’s relationships with their tools.