Obi presents an emotional TV commercial

Obi is ringing in the pre-Christmas season with its first international marketing campaign, which will be launched simultaneously in nine countries. The campaign aims to bring people together and connect all the countries in which the DIY store is present. ‘While we firmly believe in local customer needs and locally adapted commercial marketing, our brand and values are the same in all countries,’ explains Christian von Hegel, Head of Marketing.

The core of the campaign is a TV commercial that was produced in collaboration with the agency Zum goldenen Hirschen, CZAR and the director Vincent René Lortie. It focuses on two brothers who do not get along well. They have hardly spoken to each other since their father's death. They return home for the sake of their mother. One of them visits their father's abandoned workshop, the brother arrives and together they work silently on an old bench. Memories of their father and shared moments from their childhood come flooding back. This brings the two brothers together again – and at the same time is the best Christmas present for their mother.

‘The film shows why we work in one of the most moving industries in the world: we are all about home – the most emotional place there is for us. A place that writes stories and connects people, in good times and bad,’ explains von Hegel.

The 80-second film will be shown on online video platforms, social media, display advertising, online audio and out-of-home, among other places.