TPF on Combining Dark Humour with DIY Spirit in HORNBACH’s Latest Campaign
‘Obey Your Hands,’ HORNBACH’s latest campaign from Tony Petersen Film (TPF) takes a quirky and profound dive into the world of DIY, highlighting the struggle between laziness and productivity in a humorous and slightly dark way.
Developed by HeimatTBWA\ and directed by Revolver’s Steve Rogers, the ad showcases the chaotic yet purposeful journey of a protagonist guided – or rather, pushed — by his own hands.
Michael Duttenhöfer, executive producer at Tony Petersen Film, shares insights on the creative approach with LBB’s Olivia Atkins, the enduring partnership with HORNBACH, and why humour became the perfect vehicle to convey the campaign's message.
LBB> What was the brief that you received from the client?
Michael> To be honest, the brief we received was close to what we ultimately shot. Steve didn't change much, and we had in-depth discussions about the humour, the level of violence, and the details of the story – particularly about the character of the hand and how the protagonist's hands eventually lead him to the attic.
It was a story where we were careful not to overdo anything.
LBB> What inspired the creative approach?
Michael> From the beginning, Steve referenced films like ‘Home Alone’ and ‘The Naked Gun.’ These are films that depict violence that, in reality, would cause serious harm.
However, because the victims aren't truly injured, the audience can laugh instead of grimace.
LBB> Why was Steve Rogers the right director for the spot?
Michael> The creative team and Steve have a strong relationship, established during last year's highly-successful ‘One Square Meter' campaign. Everyone was eager to collaborate again if the circumstances permitted.
Steve is a master at blending subtle tones into a humorous story and infusing it with his unique perspective. HeimatTBWA\ was keen to involve him, and fortunately, he liked the concept and was available to participate within the necessary time frame. So, we entered the pitch and gave it a shot, ultimately shooting it with the same core team as last year’s campaign.
LBB> Why was humour the right approach for delivering the campaign’s message?
Michael> The heart of the storyline relays the existential battle between our lazy and active selves. This story requires conflict, and conflict demands violence.
Paradoxically, in our case, ‘violence’ becomes the foundation of the comedy. We intentionally brought to life a very particular form of cinematic violence, or physical comedy, that, while destructive and material, doesn't cause pain or injury.
HORNBACH as a brand has always employed humour – particularly dark humour and the unexpected – with a typical Hornbach tone to it. This history made it easier to consequently pursue this approach for the story without hesitation.
LBB> The message isn’t revealed until the end of the spot. Can you tell me about how you structured the film's narrative?
Michael> It’s a hallmark of HORNBACH’s work that every story and every moment builds towards the end message.
Even though this approach is a basic principle of advertising, it’s very hard to execute effectively in reality. The narrative framework was established from the beginning, so Steve focused on the conflict between idleness and achievement, the personality of the hands, and the buildup towards the conclusion.
LBB> You've had a long-standing relationship with HORNBACH (including their Grand Prix-winning Craft Lion ad, ‘One Square Meter’). How symbiotic is this relationship in practice? And how open is Hornbach to your ideas?
Michael> The relationship is indeed very symbiotic, built on trust and constant, honest discussions over many years. We often spend one to two weeks discussing who might be the right fit for a concept.
HeimatTBWA\ is always interested in hearing our executive producer's thoughts on the script and their first impressions. We exchange ideas, reflect on them, and adjust our approach.
One reason this relationship is so special is that HORNBACH values the opinion of an EP just as much as that of a director. They are very particular in selecting their partners and place high value on a respectful exchange of opinions. That doesn’t mean there aren’t any ups and downs, but they are never accompanied by resentment.
