German mattress company Muun has shared footage of nightclub bouncer Frank Künster when he is at his most vulnerable - resting naked in bed - in a bizarre but memorable ad campaign.
By casting a 300 pound man, Muun shows just how malleable its mattresses are while also looking to combat German stereotypes. Throughout the video, Künster shares essential snippets such as “As I am so strong, I can afford to be gentle,” “Essentially I have a very feminine soul,” and “I am just a softy”.
The two-and-a-half-minute video from Amsterdam Berlin looks to push beyond the nation’s brute strength and ingenuity to instead focus on the “vulnerable underbelly of the German stereotype”.
Moritz Grub, agency founder and creative director, said: “This is not just any mattress brand, this is a truly sustainable company that’s turning the sleep industry upside down with radical product design.
“To do justice to Muun’s honesty and design innovation, we wanted to tell their story in a comparably honest and innovative way. I think we succeeded.”
Amsterdam Worldwide’s chief executive, Brian Elliott, added: “I’m really proud that Amsterdam Berlin and Amsterdam Worldwide will bravely take brands where few have gone before.
“There are a lot of agencies talking about brand content now like it’s a new thing, but we’ve been making exceptional brand content work for our clients for the past decade. This is hardcore proof of our commitment to that space.”
The campaign also runs with an OOH element in Germany, in addition to the #GermanSoftness social media campaign.
Director & Creative Director: Moritz Grub, Amsterdam Berlin
Creative Director: Lenz Meier
Director of Photography: Kevin Klein, Amsterdam Berlin
Production Company: Amsterdam Berlin
Post-Production: Paul Schwabe Digital Production GmbH
Colorist: Jan Hartmann
Music: YouGuys Music