Supergeil: the original music video

Read the campaign story

EDEKA’s Supergeil campaign made supermarket products the material for an eccentric music performance. Friedrich Liechtenstein moved through a world of everyday groceries with exaggerated confidence and deadpan delivery. Contemporary European Supermarket Magazine coverage describes unusual product interactions, including bathing with milk and cereal, and credits Jung von Matt. The Clios archive independently records the campaign in 2014 under adapted music.

The execution did not depend on a complicated plot or an argument about price. Its repeated musical expression and recognisable performer gave a range of ordinary items a common attitude. The contrast between an everyday shop and a stylised performance made the retailer feel less routine. The evidence supports the work’s circulation in February 2014, rather than a precise January launch sometimes assigned by later advertising archives.

Editorial reading: Music acts as an organising device for variety. A retailer has many products, and a conventional ad can become a sequence of disconnected shots. Here the performer and rhythmic pattern give those shots a reason to belong together. The entertainment is not separate from the assortment; the assortment provides the props through which the entertainment unfolds.

The creative constraint is useful for smaller teams. Choose a repeatable verbal or visual rule that can connect three products without claiming they are identical. A recurring gesture, sound or framing decision can establish consistency. The goal is not to copy Liechtenstein’s persona, language or music, all of which have their own creative ownership and cultural context, but to develop an original rule suited to the brand.

There are practical limits to eccentricity. If the performance dominates every memory, viewers may recall a musician but not a retailer. Food handling also affects how audiences interpret playfulness. A low-budget adaptation should avoid wasteful spectacle or unsafe imitation and should secure music and performer rights before distribution. Test the concept with sound both on and off to see what survives each viewing situation.

Supergeil is treated here as a distinct execution from EDEKA’s later Homecoming story. It teaches repetition, tone and assortment presentation rather than family guilt or narrative suspense. Public attention reported in contemporary coverage is evidence of notice, not isolated commercial effectiveness. A useful evaluation would compare product and brand recognition with enjoyment, ensuring that the creative signature supports the commercial identity instead of replacing it.

Give variety a common rule

Connect different products through a consistent creative device.

Keep ownership clear

Use original or licensed music and performance assets.

Check brand memory

Enjoyment alone is insufficient if the retailer disappears.

A small test for another brief

Make a broad grocery assortment feel distinctive.

Correct brand and product recognition.

Stop if the treatment creates unsafe food use or lacks creative rights.

• Choose three products and one original visual rule.
• Create a short licensed or original sound treatment.
• Test product recall alongside enjoyment.