Men's sweat and underpants: this is what spring smells like

The scent of spring is unmistakable. It lures you outdoors, spurs you on, activates you. Do-it-yourselfers and hobby gardeners are overcome with the desire to finally get back to work. Build, work on, change, clean out. The advertising dream team Heimat and Hornbach are now dedicating a new commercial to what is probably the most productive time of the year. Which has it in itself. Only those who know real spring know what real spring smells like. Although - we didn't really want to know that exactly.

With "So riecht das Frühjahr" ("That's the smell of spring"), Heimat Berlin and its client Hornbach demonstrate something that has become rare in today's advertising world: courage. The risk of causing a stir, polarizing or having to face criticism is rarely taken. The fact that someone still dares to do it now and then is much more refreshing than the smell of sweaty men's underpants.