We’ve all heard the DIY horror stories: an old bathtub falls through the ceiling, unleashing a gigantic live ant colony between the floorboards before smashing onto a floor that belongs to a grumpy neighbour. 

In its latest ad, Hornbach’s version tells the tale of a lazy man whose disobedient hands endeavour to drag him away from his senseless scrolling. A good dollop of physical comedy later, heightened by some screechy violin, and the home improver gets back to work converting his attic (not so scary after all). 

“Hands and will are probably the most valuable and magical creative tools at your disposal,” Thomas Schnaitmann, head of international brand at Hornbach, explains. “Even the Hornbach range doesn’t have that for once.”

The film sees HeimatTBWA\ and Steve Rogers collaborate once again following the success of The Square Metre, which won the Grand Prix for Film Craft at this year’s Cannes Lions. 

The German DIY store chain and HeimatTBWA\ have made a name for themselves by inverting an arguably ordinary category with its humorously absurd films. Beyond Obey Your Hands, Hornbach ads have sold vacuum-packed sweaty shirts that smell like the first day of spring and birthed a budding gardener from a slimy bug cocoon.

Credits:
Agency: HeimatTBWA\Germany
Chief Creative Officer: Matthias Storath
Head Creative Hornbach: Guido Heffels
Creative Directors: Guido Heffels, Luis Jaehner, Christopher Kuemmerer
Copywriter: John-Conrad Speer
Director: Steve Rogers
Production Company: Tony Petersen Film and Revolver