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

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

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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

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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.

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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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crabcrab avatar
Hans
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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 b******t of stupidly smiling people or, well, cleavage.

amysanders_1 avatar
Sandy
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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

Load More Replies...
wynandcoetzee avatar
Withnail
Community Member
4 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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.

dariazotova avatar
Daria Z
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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!

chi-weishen avatar
chi-wei shen
Community Member
4 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This commercial by Hornbach is 5 years old and still as relevant today as it was in 2014. Even if the rest of the world is against you, it's most important to have a family you can rely on.

whomstthehecketh avatar
better version of alex
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

oh gosh i teared up, this is way more wholesome than I expected. Having family that supports you unconditionally is the greatest gift a child can have

sjrakoh avatar
sam jrakoh
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

this was incredibly cute & sweet. &...as a teenager who went thru exactly this, i can confirm, the looks from older generations was always the worst. often times, i would just smile to throw them off...however, that certainly seemed to make it worse. lol.

l_hellsing avatar
Michaela Fieberling
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

THis ad is actually a few years old (Geman gothic here) and I have to say, even I cried ugly tears when I saw it first. Not a single Gothic, metal-head, geek or nerd who hasn't experienced that kind of loneliness and back-talk, especially when you live in the more rural places in Germany. I usually approach them all with total kindness, firstly because it seems to calm them down and assure them I will not whip out a dead squirrel from somewhere and proclaim my love for Satan (Atheist anyway) and secondly because its hilarious as F. They're always so comfused by the discrepancy between how I look and how I act. But yeah, the ad went over well in Germany with many Gothics hailing it as a great thing. Plus, it made us laugh (we like to laugh, we just have a weird sense of humour) :) Hornbach always does commercials that makes you laugh^^

melcher_m avatar
M.A.D.
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Her dad looks like a younger version of Home Alone's old man Marley...

melayahm avatar
Caroline Driver
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I'm fine with Goth, I'd have been one if it had been around when I was young, but I can't help thinking of the impracticality of painting a house black! Like, so hard to re cover when you want to change it, and will soak up the heat in the summer like a b***h. But, it's just an ad, so, cool.

stanflouride avatar
Stannous Flouride
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Any Goth would feel at home at 2400 Fulton Street in San Francisco when it used to be the Jefferson Airplane house. This is how it looked back then: 9c7ffaa4fc...0a2e78.jpg 9c7ffaa4fc69cb071291c5f8afb776eb-5cdda950a2e78.jpg

forumsaccount avatar
Heike
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This spot dates from Gothic times ... Must be from the early ages of the internet ^^.

wolfpuppet avatar
Bored Fox
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This is from 2014. I remember when this ad was new and it was posted in all websites. When I noticed this article I wished that they had made a sequel to that ad but it was just an aticle about the original ad.

deelobeelo avatar
Delores Berg
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

"I wear black on the outside cuz black is how I feel on the inside..." ~ The Smiths

redsongamble avatar
TheExtremeSmell
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Yeah but what if their hardware sucks? You’ve used your tugging of my heart strings for the dark side

viktoria-weikert avatar
vikiweik
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

It's actually a pretty good and well organized hardware shop. I really like their Drive-In area for heavy and big stuff.

Load More Replies...
mariarohlen avatar
Maria Rohlen
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

The Gothfather. Soon coming to a hardware store close to you.

emiamohler avatar
SirPatTheCat
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Well I know some medieval styles of churches that wouldn't ostracize her. She'd fit right in 😁

vernon_bear avatar
Gavin Johnson
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Reminds me of this..... Raise Your Freak Flag High by Ryan Hamilton. Contains language that may offend, it’s not littered with swearing but you wouldn’t want your children repeating it in polite company 😜 https://youtu.be/3HSsLbs1k8Y

tk_5 avatar
Tatjana Lee
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This company made recently headlines beause of a racist ad, where they showed an asian woman twisting her eyes in ecstasy while smelling some dirty underware of some dirty, unattractive, white men. The ad was juged racist by the German advertising council: "...But a racist advertising statement cannot be justified with the often used argument that a commercial’s meaning should be seen "with a twinkle in one’s eye"...." That is why they had to take it down. But they only took it down in Germany and the ad was still public a long time in other European countries despite a lot of critic from many people and organisations. The company still hasn't really apologized for their racist and sexist spot. You can find more information under #Ich_wurde_geHORNBACHT

blugeagua avatar
blugeagua
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Annoying and ridiculously stereotypical of how the head popular mean girl of the group just HAD to be a girl with blonde hair. Really? There are plenty of goth girls in real life who have blonde hair too, and they don’t dye it black.

vclavevanmraek avatar
Václav „Evan“ Mraček
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

someone just found out hornbach adds.... its 4 years old, but still awesome. Hornbach make such awesome, funny and wholesome adds, look for more :)

mariebattis avatar
Marie Stanford
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

While I don't question that she may be started at from time to time I do question whether or not the kids and grown ups in all of the the 'uncredited' pictures in thie article are really being condemning or if these are just pictures the poster picked off the internet to make the point.

kyoushu avatar
Gunnar Schreck
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This one is actually quite old, but that doesn't make it less amazing. If you like this, then look for "Blixa Bargeld liest Hornbach" on Youtube. In those 20 year old spots which were hardly shown on TV, you'll see the famous singer of German Industrial heroes Einstürzende Neubauten read product descriptions out of the Hornbach catalogue. Which is nothing less than hilarious.

casper_slinkman avatar
Slinkman
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Although fictional ; What a great dad! I'm sure he does not dig the life-style of his daughter, i'm sure he would never dress as her or listen to her music. But he loves en aproves of her. Parentel aproval has such a big impact on children. You are the world to them, never forget this. Try to understand what you don't understand, and you will see that the bond between you and your child will strengthen a lot. Because they will feel important and understood.

miaobrien avatar
Mia Maya
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

@Full Name - do you know? But I mean, I don’t know, you don’t know, maybe she knows and her family knows but we should just stop assuming. Cmon

Load More Replies...
glowworm2 avatar
glowworm2
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I have always loved this commercial. Especially how passionately the dad decides to paint the entire house black just for her.

a_akreiss avatar
Abigail Kreiss
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Isn't she making the point that she is different? Would she really appreciate her father's efforts?

i2027594 avatar
Valerie Lessard
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

this is literally years old and was a big meme back then. running out, bp?

dopethronepunkuk avatar
HoffLensMetalHedLovesAnimalsUK
Community Member
4 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I went through a very goth 'phase' when i was a teen and we were all intentionally so miserable and sad, it was so silly, but goth girls are very hot. i still love the music though

mintyminameow avatar
Mewton’s Third Paw
Community Member
4 years ago

This comment is hidden. Click here to view.

I disagree with the first Facebook comment. It’s not clear to me why people thought this was heartwarming. This is a funny, silly ad.

ng avatar
N G
Community Member
4 years ago

This comment is hidden. Click here to view.

This would be a great and lovely story. But it's just an advert for a hardware store

juan-i-alcorta avatar
Juan Alcorta
Community Member
4 years ago

This comment is hidden. Click here to view.

Seriously, would anyone try to make friends witha girl that looks at you as if she had some kind of vampire superpower?

crabcrab avatar
Hans
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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 b******t of stupidly smiling people or, well, cleavage.

amysanders_1 avatar
Sandy
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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

Load More Replies...
wynandcoetzee avatar
Withnail
Community Member
4 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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.

dariazotova avatar
Daria Z
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

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!

chi-weishen avatar
chi-wei shen
Community Member
4 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This commercial by Hornbach is 5 years old and still as relevant today as it was in 2014. Even if the rest of the world is against you, it's most important to have a family you can rely on.

whomstthehecketh avatar
better version of alex
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

oh gosh i teared up, this is way more wholesome than I expected. Having family that supports you unconditionally is the greatest gift a child can have

sjrakoh avatar
sam jrakoh
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

this was incredibly cute & sweet. &...as a teenager who went thru exactly this, i can confirm, the looks from older generations was always the worst. often times, i would just smile to throw them off...however, that certainly seemed to make it worse. lol.

l_hellsing avatar
Michaela Fieberling
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

THis ad is actually a few years old (Geman gothic here) and I have to say, even I cried ugly tears when I saw it first. Not a single Gothic, metal-head, geek or nerd who hasn't experienced that kind of loneliness and back-talk, especially when you live in the more rural places in Germany. I usually approach them all with total kindness, firstly because it seems to calm them down and assure them I will not whip out a dead squirrel from somewhere and proclaim my love for Satan (Atheist anyway) and secondly because its hilarious as F. They're always so comfused by the discrepancy between how I look and how I act. But yeah, the ad went over well in Germany with many Gothics hailing it as a great thing. Plus, it made us laugh (we like to laugh, we just have a weird sense of humour) :) Hornbach always does commercials that makes you laugh^^

melcher_m avatar
M.A.D.
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Her dad looks like a younger version of Home Alone's old man Marley...

melayahm avatar
Caroline Driver
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I'm fine with Goth, I'd have been one if it had been around when I was young, but I can't help thinking of the impracticality of painting a house black! Like, so hard to re cover when you want to change it, and will soak up the heat in the summer like a b***h. But, it's just an ad, so, cool.

stanflouride avatar
Stannous Flouride
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Any Goth would feel at home at 2400 Fulton Street in San Francisco when it used to be the Jefferson Airplane house. This is how it looked back then: 9c7ffaa4fc...0a2e78.jpg 9c7ffaa4fc69cb071291c5f8afb776eb-5cdda950a2e78.jpg

forumsaccount avatar
Heike
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This spot dates from Gothic times ... Must be from the early ages of the internet ^^.

wolfpuppet avatar
Bored Fox
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This is from 2014. I remember when this ad was new and it was posted in all websites. When I noticed this article I wished that they had made a sequel to that ad but it was just an aticle about the original ad.

deelobeelo avatar
Delores Berg
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

"I wear black on the outside cuz black is how I feel on the inside..." ~ The Smiths

redsongamble avatar
TheExtremeSmell
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Yeah but what if their hardware sucks? You’ve used your tugging of my heart strings for the dark side

viktoria-weikert avatar
vikiweik
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

It's actually a pretty good and well organized hardware shop. I really like their Drive-In area for heavy and big stuff.

Load More Replies...
mariarohlen avatar
Maria Rohlen
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

The Gothfather. Soon coming to a hardware store close to you.

emiamohler avatar
SirPatTheCat
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Well I know some medieval styles of churches that wouldn't ostracize her. She'd fit right in 😁

vernon_bear avatar
Gavin Johnson
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Reminds me of this..... Raise Your Freak Flag High by Ryan Hamilton. Contains language that may offend, it’s not littered with swearing but you wouldn’t want your children repeating it in polite company 😜 https://youtu.be/3HSsLbs1k8Y

tk_5 avatar
Tatjana Lee
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This company made recently headlines beause of a racist ad, where they showed an asian woman twisting her eyes in ecstasy while smelling some dirty underware of some dirty, unattractive, white men. The ad was juged racist by the German advertising council: "...But a racist advertising statement cannot be justified with the often used argument that a commercial’s meaning should be seen "with a twinkle in one’s eye"...." That is why they had to take it down. But they only took it down in Germany and the ad was still public a long time in other European countries despite a lot of critic from many people and organisations. The company still hasn't really apologized for their racist and sexist spot. You can find more information under #Ich_wurde_geHORNBACHT

blugeagua avatar
blugeagua
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Annoying and ridiculously stereotypical of how the head popular mean girl of the group just HAD to be a girl with blonde hair. Really? There are plenty of goth girls in real life who have blonde hair too, and they don’t dye it black.

vclavevanmraek avatar
Václav „Evan“ Mraček
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

someone just found out hornbach adds.... its 4 years old, but still awesome. Hornbach make such awesome, funny and wholesome adds, look for more :)

mariebattis avatar
Marie Stanford
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

While I don't question that she may be started at from time to time I do question whether or not the kids and grown ups in all of the the 'uncredited' pictures in thie article are really being condemning or if these are just pictures the poster picked off the internet to make the point.

kyoushu avatar
Gunnar Schreck
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

This one is actually quite old, but that doesn't make it less amazing. If you like this, then look for "Blixa Bargeld liest Hornbach" on Youtube. In those 20 year old spots which were hardly shown on TV, you'll see the famous singer of German Industrial heroes Einstürzende Neubauten read product descriptions out of the Hornbach catalogue. Which is nothing less than hilarious.

casper_slinkman avatar
Slinkman
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Although fictional ; What a great dad! I'm sure he does not dig the life-style of his daughter, i'm sure he would never dress as her or listen to her music. But he loves en aproves of her. Parentel aproval has such a big impact on children. You are the world to them, never forget this. Try to understand what you don't understand, and you will see that the bond between you and your child will strengthen a lot. Because they will feel important and understood.

miaobrien avatar
Mia Maya
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

@Full Name - do you know? But I mean, I don’t know, you don’t know, maybe she knows and her family knows but we should just stop assuming. Cmon

Load More Replies...
glowworm2 avatar
glowworm2
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I have always loved this commercial. Especially how passionately the dad decides to paint the entire house black just for her.

a_akreiss avatar
Abigail Kreiss
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

Isn't she making the point that she is different? Would she really appreciate her father's efforts?

i2027594 avatar
Valerie Lessard
Community Member
4 years ago DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

this is literally years old and was a big meme back then. running out, bp?

dopethronepunkuk avatar
HoffLensMetalHedLovesAnimalsUK
Community Member
4 years ago (edited) DotsCreated by potrace 1.15, written by Peter Selinger 2001-2017

I went through a very goth 'phase' when i was a teen and we were all intentionally so miserable and sad, it was so silly, but goth girls are very hot. i still love the music though

mintyminameow avatar
Mewton’s Third Paw
Community Member
4 years ago

This comment is hidden. Click here to view.

I disagree with the first Facebook comment. It’s not clear to me why people thought this was heartwarming. This is a funny, silly ad.

ng avatar
N G
Community Member
4 years ago

This comment is hidden. Click here to view.

This would be a great and lovely story. But it's just an advert for a hardware store

juan-i-alcorta avatar
Juan Alcorta
Community Member
4 years ago

This comment is hidden. Click here to view.

Seriously, would anyone try to make friends witha girl that looks at you as if she had some kind of vampire superpower?

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