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Dad Makes Goth Daughter Feel At Home In This German Hardware Store Ad
319points
Advertising, Social Issues3 years ago

Dad Makes Goth Daughter Feel At Home In This German Hardware Store Ad

The Goth subculture, which began in the ’80s on the back of the punk subculture of the ’70s, has survived and thrived over the years along with its associated tastes in music, aesthetics, and fashion. Goths have contributed much to wider culture over the years, with icons like Robert Smith, David Bowie, Nico and Tim Burton heavily influenced by the dark, artistic and androgynous characteristics of the Goth scene.

Image credits: HORIZONT Online

Although Goth subculture is strong and there is sure to be a small niche in every community, being different can often be a lonely and difficult experience.

Image credits: HORIZONT Online

Studies suggest that Goth teens are more likely to harm themselves or attempt suicide; however, it was also found that most self-harm by teens was done before joining the subculture, and that joining the subculture would actually protect them and help them deal with distress in their lives. Goths need their fellow Goths around them!

Image credits: HORIZONT Online

This clever ad by German hardware store Hornbach depicts a lonely girl, shunned by her classmates and looked at with a mixture of fear and suspicion by the rest of the community.

Image credits: HORIZONT Online

The ad depicts the teenage girl in her daily life, being laughed at and talked about behind her back as she clearly stands out as different in this seemingly well-to-do German town. Her schoolmates think she’s weird and crazy, while older people are a little frightened of her.

Image credits: HORIZONT Online

Image credits: HORIZONT Online

Image credits: HORIZONT Online

Image credits: HORIZONT Online

Image credits: HORIZONT Online

Everyone needs their support network, don’t they? In the absence of other Goths in the town, this queen of darkness is fortunate to have a father that supports her unconditionally.

Image credits: HORIZONT Online

Image credits: HORIZONT Online

Using the DIY knowledge and materials that he undoubtedly picked up at his local Hornbach store, he goes out of his way to make sure his daughter has a house worthy of her!

Image credits: HORIZONT Online

Image credits: HORIZONT Online

Watch the wholesome video below

Image credits: HORIZONT Online

Here’s what people had to say about the heartwarming ad

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Hans
Community Member
3 years ago

Interesting side note: the German hardware stores actually go lengths in their spots. It is an extremely competitive market, which saw a few chains die in the last few years, and now many spots have quite a bit of a message. Usually the approach is "you can do it if you want it" and "everyone who tries deserves respect". I find that honourable in an ocean of adds which typically are either repetitive bullshit of stupidly smiling people or, well, cleavage.

Sandy
Community Member
3 years ago

This makes me think of UK diy chain B&Q "you can do it when you B&Q it" lol

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Withnail
Community Member
3 years ago (edited)

This is everything. I love my daughter unconditionally and will support her no matter what. Always be yourself... unless you suck. Also, I really want to paint my house black now.

ADHORTATOR
Community Member
3 years ago

So do I...

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Daria Z
Community Member
3 years ago

I didn't know that goth subculture still gets a hairy eyeball somewhere (and I was a goth in my youth). Though the dad here is a role model for sure!

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Hans
Community Member
3 years ago

Interesting side note: the German hardware stores actually go lengths in their spots. It is an extremely competitive market, which saw a few chains die in the last few years, and now many spots have quite a bit of a message. Usually the approach is "you can do it if you want it" and "everyone who tries deserves respect". I find that honourable in an ocean of adds which typically are either repetitive bullshit of stupidly smiling people or, well, cleavage.

Sandy
Community Member
3 years ago

This makes me think of UK diy chain B&Q "you can do it when you B&Q it" lol

Load More Replies...
Withnail
Community Member
3 years ago (edited)

This is everything. I love my daughter unconditionally and will support her no matter what. Always be yourself... unless you suck. Also, I really want to paint my house black now.

ADHORTATOR
Community Member
3 years ago

So do I...

Load More Replies...
Daria Z
Community Member
3 years ago

I didn't know that goth subculture still gets a hairy eyeball somewhere (and I was a goth in my youth). Though the dad here is a role model for sure!

Load More Comments
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