«Some Awesome Ads»: Galaxus Takes the German Soccer Community by Storm on YouTube

While Switzerland put on a strong performance at the World Cup, a second Swiss success story made headlines almost unnoticed. On the official YouTube Ads Leaderboard for World Cup campaigns in Germany, Digitec Galaxus ranked with its ad «Balla Balla» in third place—behind Samsung and Hyundai, but ahead of Edeka and Ergo.

At first glance, this may seem like just another ranking success. In fact, it’s much more than that. With an online retail market worth around 90 billion euros, Germany is considered one of the toughest markets in Europe. Swiss companies have traditionally had a tough time there. This makes it all the more remarkable that a Swiss advertising idea, of all things, would resonate with an audience that rarely finds humor in soccer.

A Brand with Its Own Language

For years, Digitec Galaxus has maintained an advertising presence that is virtually unique in the Swiss marketing landscape. While many brands develop campaigns, Digitec Galaxus has long since established its own distinctive tone. Every commercial is instantly recognizable as a Galaxus ad—dry, absurd, to the point, and consistently told in a way that defies conventional advertising tropes.

This manuscript bears the hallmark of Martin Walthert. The current Swiss CMO of the Year and the 2020 Advertiser of the Year has been responsible for the creative branding of Digitec and Galaxus for years. It’s hardly a coincidence that this distinctive brand identity is now catching on in Germany as well.

When the CMO Takes a Back Seat

The fact that Walthert not only leads his brand but also becomes part of it is also part of Galaxus’s DNA. In one of the commercials, the head of marketing shows up in person at the logistics warehouse—though only briefly. An employee dryly sends him back: «Go back to the office.»

This scene, in particular, says a lot about the spirit of the brand. Those who don’t take themselves too seriously gain credibility. However, this kind of self-deprecating humor only works when management and corporate culture allow it. Galaxus has been making a virtue of it for years.

It's all about «Balla Balla»

At first glance, the World Cup commercial itself seems almost absurdly simple. It shows products that all have one thing in common: they’re somehow round. From soccer balls to helmets to badminton shuttlecocks, everything revolves around the theme «Balla Balla».

The song, however, is the real star.

Below the video, which has now garnered nearly ten million views, comments are piling up that are almost more valuable to advertisers than any traditional campaign analysis.

«Awesome song—it's just all Balla Balla.»

«Luckily, it's on Spotify.»

«A really cool commercial with awesome music.»

There’s hardly a greater compliment you can pay an advertisement than when the audience takes a voluntary interest in its soundtrack.

The Return of the Jingle

«Balla Balla» serves as a reminder of the power music can wield in brand communication. Over the years, classic advertising jingles all but disappeared from marketing. Instead, many campaigns relied on generic stock music or well-known pop songs.

Galaxus takes the opposite approach. The custom-composed song isn't just background music—it's the centerpiece of the entire campaign. It conveys mood, brand recognition, and brand identity all at once.

Maybe the good old jingle is making a comeback right now.

Humor Beats Glossy Magazines

It’s also interesting to note the contrast with the other top spots in the ranking. Samsung focuses on major soccer icons, while Hyundai focuses on emotions and goosebumps.

Galaxus, on the other hand, wins with warehouse shelves, dry dialogue, and a song that gets stuck in your head after just a few seconds. YouTube praised precisely this blend of humor and originality, describing the ad as a campaign that «hits the mark perfectly with its usual humorous and wonderfully dry style.».

More than just a podium finish

Of course, a single ranking doesn't say anything about long-term market success. Whether the brand message «Germany's Most Trustworthy Online Store» It remains to be seen whether this will become permanently ingrained in people's minds.

However, third place on the official YouTube Ads Leaderboard already tells a different story: Swiss advertising can also capture attention in the largest German-speaking market—not in spite of its unique characteristics, but precisely because of them.

And perhaps that is precisely the greatest compliment one can pay to Martin Walthert and his team.

Quite a few YouTube users sum up the success.

«Now that's some awesome advertising.»

About YouTube Ads Leaderboard

Every month, the YouTube Ads Leaderboard highlights the most creative brands and their ad videos in the following length categories: super-short, short, and long-form. The ad ranking is determined by an algorithm that takes into account views, organic reach, viewer engagement, clicks, and sentiment (likes vs. dislikes).