Get a whiff of that! Hornbach captures the smell of spring
New campaign out of Heimat Berlin is an entertaining riff on Japanese 'used panty' vending machines.
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Burusera - aka the creepy Japanese fetish for the (worn) underwear of young women - is given a very funny spin in this new Hornbach campaign.
In the spot, created by Heimat Berlin and directed by Anorak Film's Sam Hibbard, men of - ahem - advanced years are seen working up a sweat in the garden, before peeling off their soiled pants and vests for collection by a squad of serious-looking scientists.
Fast-forward to a factory where the fruity undergarments are individually vacuum-packed, sealed in plastic and dispatched to vending machines, ready for customers eager to inhale 'the smell of spring'.
Mmmm, get a whiff of that...