Pahnke Markenmacherei realizes authentic TV commercials for Merci chocolate
Unlike Storck’s previous commercials, the new Merci commercials don’t rely on a perfectly staged world, but rather on authentic moments in which «ordinary» people are given chocolate as a gift.
For decades, the Merci brand of the Berlin-based confectionery manufacturer Storck has used advertising campaigns to emphasize the joy of the recipient as a reward for the giver. This is also the case in the three TV commercials that have been airing since February 5. The aim of the current communication campaign is to encourage people to say thank you more often with Merci chocolate and to further consolidate Merci's status as a "thank you institution", according to a press release. The slogan is accordingly: "Every thank you makes your life a little bit nicer."
What is new about the commercials is that they do not show perfectly staged family idylls, as is familiar from Storck commercials. Instead, the company and the agency responsible, Pahnke Markenmacherei, have opted for authenticity. The shaky camera perspective, which resembles a smartphone shot, puts viewers in the shoes of the person giving the gift. "It was important to us not to stage an idealized world," explains Jan Rexhausen, Managing Director Creation at Pahnke Markenmacherei, under whose direction the commercials were created. "We wanted to show everyday moments from people's lives in order to appeal to the target group personally. We always had this in mind when casting and choosing the words." (pd/ank)
Customer: Storck . Product: Merci.
Responsible at Pahnke Markenmacherei: Lars Lammers (Managing Partner), Jan Rexhausen (Managing Director Creation) , Cornelius Kienemund, (ECD), Ulrike Hamer (Text) , Patrick Höchstetter (Head of TV). Film production: Brand film. Directed by: Frank Nesemann.
