German supermarket weepie’s Christmas ode to lost youth

While British advertisers are cheering us all up with promises of yuletide togetherness, German supermarket Penny’s is taking an altogether more miserable approach, dwelling on the lost opportunities that the pandemic has forced on young people.

Serviceplan’s campaign is a real downer, but there is a point — Penny’s is running a competition to give away 5,000 “intensive adventures and defining experiences.” For the homebodies, it’s giving away six trainee positions, together with a communal flat share.

It’s already a big hit on social media. Can 6 million Germans be wrong?

MAA creative scale: 7. Great performances but painful to watch.

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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.