Germany’s innovative new mattress makers wryly embrace German stereotypes in the campaign’s focal 2.5-minute film, in understated celebration of muun’s own virtues.
We all know the Germans for their impressive engineering and industrial prowess. But as we discover through the campaign, beneath their hardcore exteriors lies the vulnerable underbelly of the German stereotype. It turns out ze are really just softies, ya?
The star of the #germansoftness campaign is Frank Künster, weighing in at a mattress-defying 135 kilos (300 pounds). He’s a burly, über-empathetic bouncer and iconic local celeb from Berlin’s notorious King Size Bar. Telling the brand’s story in clever subtlety via his own story, Frank reveals with earnestness not only his soft inner self (representing muun’s cutting edge new foam), but his unapologetically nude outer self, (representing the company’s commitment to transparency).The campaign film, produced entirely in-house by Amsterdam Berlin, was written and directed by the agency’s Founder & Creative Director, Moritz Grub.