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HORNBACH- Smashing the Cliches (2017) :445 (Germany)

This ad is like a manifesto against female roles and stereotypes. A woman takes a hammer to a brick wall and instead of taking down "just a wall", she's smashing statues of strippers, stereotypical pink princess girls, and boss men standing on the head of a woman. 
The motto: "We never said it would be easy“. 


The opening shot is more than a little reminiscent of "Apple 1984", but I suppose that hammer held by a woman will always evoke that.

Ad agency: Heimat, Berlin
Production Company: Stink Berlin GmbH

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