Last but not least: When the letter carrier rings twice
In a commercial, Media Markt Germany subtly alludes to the universally popular Zalando «Scream» campaign. Although «subtly» is a flexible term (as is “popular,” by the way).
The Media Markt campaign, created by Ogilvy & Mather Frankfurt, depicts the everyday life of a tech-obsessed shared apartment in a sitcom-style series of episodes (laughs included). The slogan holds its own against previous Media Markt taglines: «Crazy people out there, welcome to the price.» For example, the residents play Pac-Man with a robot vacuum cleaner:
You can watch all the episodes on the Ogilvy Germany's YouTube channel Watch them. Almost all of them. Not the best one (yet). It would be obvious that this is a reference to the Zalando “Schrei” campaign if the delivery person weren’t handing over an actual Zalando package with the corresponding print. However, this time the men have reason to cheer, too, because the bearer of the good news has also brought along a huge number of Media Markt packages.
The clip can be viewed at Horizon.net be viewed. The agency has certainly obtained all the necessary rights from Zalando—otherwise, there might be accusations that Ogilvy & Mather had draws on other people's ideas. (hae)
