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Horsch: Farming Heroes

Imagine if Iron Man turned his hand to farming. That's basically the premise of this wacky spot promoting German farming equipment makers, Horsch.

Created by Munich-based agency Saint Elmo's and directed by Dustin Schone through Soup Filmproduktion, the film opens on a wheatfield. A storm brews overhead as a farmer solemnly tells his son: "Your time has come. You're taking my place." Cut to a barn, where, in an extraordinary transformation, the son gets welded into a full-on superhero suit. It's not long before he's soaring over the fields like a farming superhero, deploying his irrigation and scything powers, while dad looks on open-mouthed with admiration. Worth a watch for sheer oddity value.


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