Anatomy of An Insight: Edeka Supergeil

I was having a holiday last week and almost missed the best advertisement thus far this year. Great example that retail advertising does not need to be boring:

Insight #1: When in doubt, steal.
If you are not interesting brand, you should tap into other interesting content. The band called Der Tourist originally did the song in the ad and Friedrich Liechtenstein sang it as well. It was ok viral hit, with over million views. Not overplayed like Gangnam style, but well known enough to build the momentum around.

Insight #2: Interesting is controversial.
Geil meant originally horny in German, but has recently in slang started to mean cool. The whole video and lyrics are filled with sexual innuendo and double entendre (read here the full translation). When you are competing with all the content circulating in Internet, you have to spark the interest immediately. Ad version is actually weirder than the original video. Usually brands start diluting interesting memes and doing politically correct versions of them. That is the recipe for disaster. If you want to be random, you have to be truly random.

Insight #3: Show the product.
I love ads, which put product blatantly to the center but in relevant way. The amount of Edeka products is mind-boggling in the ad. Friedrich is smoking Edeka sausages and bathing in milk and pouring muesli on himself, for god´s sake. If the main premise is right, you can add the product layer easily to your content. Even testing that the house brand toilet paper is plush enough:
Supergeil

Insight #4: Context is the king.
Weird is normal in Internet. That is why the original song was a minor hit. Weird in context of supermarket advertising is abnormal in Internet. That is the reason why Edeka ad has become viral hit. People have the assumption about how retail advertising is. When something like this comes and fights totally the assumption, it is refreshing, surprising and works like hell.

Awesome job from Jung v. Matt.

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