German supermarket celebrates the ‘keepers of the couch’

As well as getting their response to Covid-19 right, the Germans seem to be getting their pandemic-themed advertising right too, if this one is anything to go by.

It’s a potentially risky move for a brand to inject humour into the lockdown, but the array of sofa-bound anti-heroes in Serviceplan’s commercial are a pleasing antidote to all the Zoom calls, perfect celebrity homes, and pressure to exercise.

Stefan Magel, chief operating officer of Penny, said: “We take the present situation very seriously, but we think it is also important to give people a brief moment of humour and entertainment in these times. That’s why we celebrate the voluntary ‘couch potatoes’ with the highest respect and appreciation.”

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.