PlayStations, iPads, flat-screen TVs, smartphones and notebook computers are among the top products on Christmas wish lists in Germany. The pure joy of receiving them is expressed in the TV commercials of Media Markt’s seasonal campaign through happy faces and people bursting out shouting in joy and excitement. All commercials are set on Christmas Eve, with young and old having gathered in the festively decorated living room, opening their presents. And when unwrapping a present reveals an
electronic product, there is no holding back their happiness and joy. In a charming and humorous way, the advertisements demonstrate that Christmas is a feast of joy, and that this joy is limitless when receiving the right present. Instead of professional actors, ordinary people were cast for the commercials while the camera suggests that they were shot by one of the family members. The shrill campaign with the motto “Christmas is decided under the tree” is thus conveyed in a particularly authentic manner.
Statement by the jury
»The Media Markt TV commercials impress by adapting a video aesthetic well known from a number of viral Internet films, which turns them into a successful production. Their sound-image world complements the basic idea of this campaign very well.«