Creativity

A Robot Discovers Family Love in a Dystopian 2117 in Edeka's Holiday Film

Epic Tale by Jung Von Matt Imagines a Future Ruled by A.I.

By Alexandra Jardine. Published on Nov 30, 2017

Editor's Pick

German supermarket Edeka has gained a reputation for its impactful holiday ads via Jung von Matt-- its dark, controversial 2015 spot "Time to Come Home" depicted an old man faking his own funeral to get to see his family, while last year it portrayed a family getting stressed out and miserable by trying to make Christmas special.

This year Jung von Matt has created epic, four-minute online tale of a robot who's trying to find love in a dystopian 2117, where the world is apparently ruled by A.I.(an appropriately 2017-feeling nightmare.) The robot breaks away from the crowd, and after seeing a old movie of a family celebrating Christmas, it goes in search of human love. After a failed attempt to have a celebration with a mannequin, the robot heads out into the wilderness, finally ending up in the snowy woods where it discovers a family celebrating together in a log cabin. It joins the feast, and is included in the revels, finally gaining its own heart emblem, before the final tagline, which translates as "It's no celebration without love."

The ad was directed by Matthijs van Heijningen of MJZ for Jung von Matt, with VFX via MPC.

The wider campaign also includes a TV spot featuring a robot and a shopping assistant, while onn Facebook, people can comment what they couldn't do without at Christmas, under the hashtag #KeinFestOhne (no celebration without.)

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About

Credits

Date
Nov 30, 2017
Agency:
Jung Von Matt
Client:
Edeka
Director:
Matthijs van Heijningen
Production Company:
MJZ
Executive Creative Director:
Jens Pfau
CD Art Director:
Sebastian Schnell
CD Copywriter:
Anna Lichnog
Art Director:
Robert Wieder
Director of Photography:
Chayse Irvin
Senior Producer:
Jankel Huppertz
Executive Producer:
Hellen Kenny
Producer:
Donald Taylor
German Production Company:
Sterntag
Executive Producer:
Maik Siering
Producer:
Florian Polz
VFX:
MPC
VFX Supervisor (3D):
Diarmid Harrison-Murray
VFX Supervisor (2D):
Rod Norman
VFX Producer:
Tomek Zietkiewicz
Grade:
MPC
Editor:
Jono Griffith
VFX Team:
Amir Bazazi
VFX Team:
Chris Welsby
VFX Team:
Benjamin Tron
VFX Team:
Carl Edlund

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