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21 March 2019

Smells like spring spirit.

by Andrew MacGregor

Hornbach: “The Smell of Spring” - 60s

German retailer Hornbach have always had an off-kilter take on all things DIY. Past outings from the brand have seen men belly-surf down rocky slopes and women introduce a sledgehammer to stereotypes - now they have a bizarre use for human sweat in mind.

There's no shortage of the wet stuff in Sam Hibbard's 60" ad, as middle-aged men toil in the warm spring sun. Their respective efforts are only halted by the arrival of two men in lab coats… and they want anything drenched in perspiration.

We won't spoil the finale, but it's an, erm, sensual tribute to blowing away the cobwebs of winter. While it won't be to everyone's taste, few brands manage to capture the physicality of DIY as vividly as Hornbach.

Director: Sam Hibbard Ⓟ Ⓦ (Somesuch Ⓟ Ⓦ)
Editor: Ben Campbell Ⓦ @ Cut+Run Ⓟ Ⓦ

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