New Edeka spot by Jung von Matt: Playing with the Mother's Day shitstorm
A social media firestorm on Mother's Day? Jung von Matt is taking a big risk in Germany on behalf of Edeka.
"We say thank you" is the name of the commercial that Edeka has released for the upcoming Mother's Day. Jung von Matt/Next Alster created the campaign. While past Edeka campaigns (for example "Coming home") The supermarket chain's latest film is met with an icy wind. The reason: many people are outraged. The ability to laugh at oneself seems to have been completely lost in the age of outrage.
The commercial shows hard-working but clumsy (and sometimes incompetent) fathers. Only to end up thanking the mothers, who know better how to do it. This apparently offends so many fathers in their deepest paternal honor that they no longer want to shop at Edeka in the future (see numerous Youtube comments). Shitstorm alert! Now fathers have been urged for so many decades to finally bend a parenting finger and now people are even making fun of them? Outrageous!
It is not only men who are outraged that they are portrayed as incompetent, but also women that they are only praised on the basis of men's incompetence. In the end, the commercial offers everyone a suitable opportunity for outrage.
Take a deep breath, everything will be fine. "We say thank you" may be a matter of taste. And the question of the extent to which the black-and-white film, which seems almost gloomy in places, is intended to convey Edeka's values is a valid one. But: even in 2019, you don't always have to take everything so seriously. Otherwise you'll end up being forced to change your favorite supermarket because of a commercial.
