Source: Adweek
German retail chain Edeka has treated us with a quite unusual Christmas ad this year, bringing a story of a small robot in the year 2117.
In the ruins of the city there is no human to be seen, only robots going about doing their usual routines, except for one inquisitive robot who sees a poster for a movie about a happy family celebrating Christmas.
The robot then stars a quest, trying to find that warm family dinner scene for himself.
“Without love, it’s just a feast,” is the message of this ad, whose beautiful story reminds of the movie Wall-E, aiming for the same warm feelings.
As random as the theme might seem for the brand, like all good sci-fi it reflects real contemporary anxieties—about the rapid rise of technology and the dehumanization it might foster. That makes it an especially potent vehicle for an ad about togetherness. The robot hero itself seems human, because it’s capable of what no machine can mimic.
