Art Generation Radio DRAGON'S BLOOD by Jung Von Matt/Alster Hamburg

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DRAGON'S BLOOD

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Industry Publishing, streaming & media, Magazines
Media Radio
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Torsten Hennings
Creative Director Susanne Ostertag
Account Supervisor Melanie Schall
Released December 2008

Credits & Description

Advertising Agency: JUNG von MATT, GERMANY, Hamburg
Creative Director: Susanne Ostertag
Creative Director: Susanne Ostertag
Scriptwriter: Jens Frank/Philipp Mayer
Account Supervisor: Melanie Schall
Director: Torsten Hennings
Sound Engineer: Torsten Hennings

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO: The name's Deutsch.

They call me 'Hans', 'Franz' or even 'Kraut'. These names fill me with pride.

Meet the man who defined the permissible curvature of the EU banana!

I'm so German that other Germans feel like foreigners in my presence.

I always order German filter coffee abroad - especially in Italy.

I call up complete strangers and give them spelling tests - that's my contribution to preserving the German language.

Sometimes I even make sushi. But instead of rice I take potatoes. Mashed potatoes.

Oh, and on Saturdays, I read German mythology and bathe in dragons' blood.

After all, I am what I am.
Deutsch.

ANN: Anyone this German definitely needs some fresh ideas.
Deutsch, the International Lifestyle Magazine.
Brief Explanation

The name Deutsch is a particularly powerful vehicle for communication. Using irony, the radio spots are rooted in our associations with 'German' and 'being German'.

The spots play with every related cliché - and ultimately demonstrate the importance of a magazine that focuses on international benchmarks and trends in lifestyle, fashion, and design.

The spots make it perfectly clear that although the magazine is based in Germany, the content is devoted to exploring aspects of the international lifestyle. To convey this message, the spots are just as offbeat and provocative as the magazine itself.