Jumbo Baumarkt · 2015 · Concept, Art Direction
Jumbo «50 Shades»
In February 2015, «Fifty Shades of Grey» hit Swiss cinemas. Right before the film, the Jumbo hardware store next to the cinema ran the most classic ad format there is: product slides with price tags. Just with a very specific selection.
The idea
The audience is waiting for the most talked-about erotic film of the year, and gets hardware store slides: tape, rope, cable ties, each with its yellow price tag, deadpan and unbranded until the last slide. Then the reveal: «Wir wünschen viel Vergnügen nach dem Film. Ihr JUMBO Baumarkt, Josefstrasse 225. Nur 200 Meter von hier.»
The joke lives in the format: no film, no acting, no effects. The cheapest ad format in cinema, sharpened by context and timing. Everything the eager fan needs to recreate the film at home, in stock right around the corner. The spot made the ADC Award Creative Media shortlist in 2016.