A Guide to German Immortality

“‘The Faith of a Few’ is a masterclass in contemporary filmmaking, blending meticulous craftsmanship and authenticity,” says Justin Stiebel, managing director at Stink Berlin. “Each actor delivers a performance that’s both realistic and compelling, drawing viewers deeply into the narrative. The art department's attention to detail creates immersive, believable settings that enhance the story’s impact. The cinematography shines with dynamic camerawork and skillful use of light and shadow, amplifying the emotional depth of each scene. Visual effects are seamlessly integrated, adding polish without overshadowing the human elements. The film resonates with today’s cultural zeitgeist, where perseverance and innovation are highly valued. Its commitment to originality – eschewing stock material – underscores its dedication to authenticity and quality in an era crowded with generic media. The soundtrack and pacing are carefully crafted to complement the narrative, maintaining engagement and building a satisfying emotional journey.”

“‘The Wish’, produced at the height of the covid-19 pandemic, is a poignant film that captures the essence of human resilience and hope in challenging times,” says Justin Stiebel, managing director at Stink Berlin. “Its brilliance lies in its simplicity and the execution of a heartfelt idea that resonates deeply with viewers.”

“The narrative revolves around a child's wish – a powerful symbol of hope and innocence amid adversity. This simple yet profound storyline is brought to life with exceptional craftsmanship. The performances, particularly by the child actors, are authentic and create a genuine emotional connection with the audience. The art department’s meticulous attention to detail ensures that every scene feels realistic and relatable, further enhancing the film's impact.

“Cinematography plays a crucial role in conveying the film's message. Intimate camerawork and thoughtful lighting capture the nuances of everyday life during the pandemic, highlighting moments of solitude and connection. The film's pacing is well-balanced, maintaining viewer engagement while allowing the emotional weight of the story to unfold naturally.

“One of the film’s most striking aspects is its cultural relevance. Created during a time of global uncertainty, ‘The Wish’ taps into the collective experience of longing for normalcy and the small joys that bring hope. The decision to avoid using stock material underscores the film’s commitment to authenticity, making the narrative even more powerful and genuine.

“Visual effects, though subtle, are seamlessly integrated, adding depth without overshadowing the core story. The soundtrack complements the narrative, enhancing the emotional journey and making key moments even more impactful.

“Overall, ‘The Wish’ excels through its exceptional cast, art direction, cinematography, and cultural resonance. It stands as a testament to the power of simple, heartfelt storytelling and offers comfort and inspiration during a challenging time.”

“As a Brazilian creative, I saw the impact of this ad resonate across the globe, especially when it made its way to Brazil,” says Gabriel Mattar, chief creative officer at INNOCEAN Worldwide Europe. “I moved to Germany a year later to work for that exact agency and client and it inspired me to do work just like it. The human observation in this piece is beautifully crafted, and it remains just as relevant today as it was when it first aired.”

“I interacted with this campaign during my first year in Germany,” says Gabriel Mattar, chief creative officer at INNOCEAN Worldwide Europe. “I remember walking into the installation and it instantly felt like entering a museum. It was a powerful message, 'If you can imagine, you can build,' and instantly inspired me into action even though I’m not into DIY. I was hooked on Hornbach's advertising from then; it’s compelling and true, making it totally timeless.”

“Though not an official Johnnie Walker ad, 'Dear Brother' is an emotional and beautifully crafted ad that showcases the incredible talent within Germany’s creative scene,” says Gordian Gleiß, managing creative director at 86Tales. “It tells the story of two brothers and the passage of time, combining stunning cinematography with a profound message, which is why it resonated deeply and left a lasting impression on audiences worldwide.”

“‘Raider heißt jetzt Twix’ (Raider is now called Twix) from the early 1990s is a landmark in German advertising history,” says Gordian Gleiß, managing creative director at 86Tales.. “This campaign marked the rebranding of the popular chocolate bar Raider to Twix, a significant shift that was communicated through a straightforward yet clever slogan. The campaign successfully conveyed the brand's continuity despite the name change, and the phrase became ingrained in popular culture, often used humorously to signify trivial changes. Its simplicity and cultural impact have made it an enduring piece of advertising history in Germany.”

“The Hornbach campaigns are bold, meaningful, humorous and sometimes polarising — transforming DIY projects into epic hero’s journeys and sledgehammers into feminist symbols,” says Michael Falkensteiner, senior vice president marketing communications & devices at Deutsche Telekom. “What’s most impressive is that these are real-world ads, created in the day-to-day business, not just for award shows. The consistency and coherence of their messaging over the years have made them a benchmark for powerful advertising.”

“The ‘Supergeil’ commercial became an instant pop culture phenomenon in Germany,” says Andy Tran, executive creative director at BBDO. “With Friedrich Liechtenstein’s quirky charm and the catchy tune, it was more than just an ad—it was a viral hit that redefined how brands could connect with audiences in a fun and innovative way.'

“‘Supergeil’ (2014) is a prime example of bold and innovative advertising in Germany. Artist and musician Friedrich Liechtenstein brought Edeka products into the spotlight with his quirky charm and the catchy ‘Supergeil’ tune. The commercial quickly became a viral sensation, solidifying its place as a pop culture phenomenon in Germany — even turning ‘Supergeil’ into a widely recognised term in the German language.”

Myriam Fynecontry-Herke, executive creative director at VML, agrees, also citing this spot as a firm favourite: “I believe this ad is now a decade old, and to me, it’s truly epic because it transformed the landscape of food retail advertising in Germany forever. It pushed other retailers to tap into their more entertaining side, and we all benefitted from that shift. A significant part of its success was, of course, the decision to use that fantastic track by Tourist featuring Friedrich Liechtenstein. However, I have immense respect for the team at Jung von Matt Hamburg, who not only rewrote the lyrics but also got Edeka excited about this project. This is: Supergeil.”

“This idea is quite recent and already won several awards this year,” says Myriam Fynecontry-Herke. “I believe it deserves immortality because it is incredibly simple, smart, and radical. To me, it’s a brilliant continuation of the many great campaigns Jung von Matt has created for the NGO Laut gegen Nazis (lit. Loudly Against Nazis), which has been relentlessly fighting fascism for decades. Using European trademark law to secure the rights to popular Nazi gear, so that actual Nazis end up funding anti-racism efforts with every purchase? Simply brilliant.”

“Using a mime and personification in an ad? Yawn,” says Barbara Dirscherl, executive creative director at Scholz & Friends. “But 17 years ago, one ad managed to take both  concepts and transform them into something extraordinary and win lots of awards. ‘The Power of Wind’ was literally mind-blowing at the time and remains impressive today. Back then, its innovative use of documentary-style storytelling really stood out. Today, its unconventional approach and attention to detail continues to make it emotionally engaging and surprising — it’s truly timeless. The ad revitalised familiar elements, crafting a narrative that not only distinguished itself but also endures in its category. It reminds us that it’s not always about having a completely new insight, but about how you tell a story with depth. And, most importantly, it shows that clichés shouldn’t be feared, just reinvented!”

Andy Tran, executive creative director from BBDO Germany agrees: "From my perspective 'The Power of Wind' (2007) is a brilliant example of how a bold and creative approach can have a powerful impact, even in today's purpose-driven advertising landscape. The spot highlights the importance of surprising the audience and creating an emotional connection without being heavy-handed with the message. Creative solutions like this should be encouraged in today’s advertising environment, precisely because they stand out and leave a lasting impression."

“‘The 'Kluge Köpfe' campaign stands out for its unmatched longevity in the fast-moving short world of advertising – it’s truly immortal,” says Barbara Dirscherl, executive creative director at Scholz & Friends. “Since its inception in 1995, the campaign has produced 100 motifs, each embodying elegant simplicity and ever-evolving creativity. By featuring distinguished personalities with an FAZ newspaper, the campaign effectively conveys that great minds prefer FAZ, elevating the publication's brand and reinforcing the intellectual calibre of its readership. Each motif, featuring a renowned figure, highlights the connection between thought leadership and the publication. The latest 100th motif, of Holocaust survivor and author Margot Friedländer, underscores the campaign’s continued relevance and impact, especially in politically unstable times. Friedländer represents resilience and the importance of historical memory, highlighting FAZ’s dedication to featuring diverse, influential voices. This latest addition also adds profound emotional resonance that extends beyond German borders.”

These selections by Germany’s top creatives remind us of the power of advertising to not only sell products but also to create cultural moments that resonate for years to come. As we look ahead to the Immortal Awards, these campaigns serve as a benchmark for what it means to create truly 'immortal' work.