Virals of the year: Hornbach celebrates DIY failure with “Regret Nothing”

05/12/2017

Agency Heimat made this weird and wild ad, violently celebrating the gift of failure for Hornbach, the German home improvement store.

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The solution

The ad took the offbeat approach of relishing the moment when all your hard work ends in failure.

This happens on a spectacular level in the spot, in which a son is horrified to see his father, putting the finishing touches to an ambitious structure, disappears under a pile of planks and rubble as the whole thing dramatically collapses. The boy's first reaction is to burst into tears, but Dad emerges from the heap -- not crying, but laughing hysterically, even when he pulls a massive splinter from his nose.

The tagline of the ad is "regret nothing," and social content accompanying the campaign includes a website dedicated to the "poetry of failure."

"Every project has its pitfalls and its challenges," says Guido Heffels, creative director at Heimat, in a statement. "It was time to shatter the image of the notorious hero, yet still have this character emerge victoriously from the rubble of his endeavors. Giving something a go, having the courage to try, and everything that goes along with it -- including the possibility of defeat: In our culture, defeat is almost sneered at and is not really considered an option."


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