Edeka "#HeimKommen" by Jung von Matt

Edeka has gone nuclear in the arms race to make the most emotional Christmas ad.

The German supermarket has, like John Lewis, addressed loneliness but, instead of moon-based metaphors, tells the tale of an old man who goes to drastic lengths to bring his family together. The ad opens on him receiving a voicemail from his daughter saying she can’t come home for Christmas, and a time-lapse edit shows it’s not the only one he spends alone. His children then receive news of their father’s death and all gather, distraught, at his home for the wake – only to be surprised by the trickster himself, who asks: "How else could I have brought you all together?"