In German the line is: Du lebst. Erinnerst Du Dich? , and this ad is currently on air all over northern Europe and Germany where Hornbach have their stores. It's fantastic, watching this greying, pudgy, totally naked man roll and slide down everything here. He tumbles down a hill, he swims through rocks, he bounces around on wood and I can practically feel the splinters in my own skin, and my mouth involuntarily waters at the mere thought of the scent of freshly cut wood and sawdust everywhere. At the end I'm standing up ready to roar, grab a chisle and get to building something, anything because YES! YES! I remember what it feels like! I want splinters! I want my shoulders to ache! I want calluses! I want the satisfaction of sitting on a porch I built with my own two hands drinking the best coffee I've ever had in my life.

That's how well they captured the feeling of building something with this surreal little clip. Well done Hornbach, now if you'll excuse me I think I need to go build something.

Client: Hornbach Ad Agency: Heimat Berlin
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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