Hermann Vaske's Ad for Hornbach Powerdrill

"Blixa Bargeld reads Hornbach" is an extraordinary yet relevant campaign for Hornbach superstore.

In a series of 13 spots Bargeld, founder and singer of the cult band "Einstürzende Neubauten", reads the Hornbach catalogue, juxtaposing low art and high art in Ernst Jandl style.

The winds of avant-garde blow through the Hornbach catalogue when Blixa Bargeld shouts "Bohrlochschwämme", and "Silikatfarbe" and "Quarzitpolygonalplatten".

Blixa Bargeld, who is known for his collaboration with theatre legend Heiner Müller on "Hamletmaschine" as well as for his extraordinary stage acts with "Einstürzende Neubauten", delivers a breathtaking performance in his readings -- authentic, powerful, sensitive and ironic at the same time. "Blixa Bargeld turns the banal of the small print into a piece of art", says Paul Arden from ASD Lionheart.

The films were conceptualized by Heimat Berlin and directed by Hermann Vaske, who also produced the spots. They were shot on Super 8 on location in Cannes, including an old aviation control station, an old harbour mole, a former hotel and an underground car park. "Blixa Bargeld reads Hornbach" is the discovery of beauty in unexpected places.

Everyday culture is celebrated and day-to-day art business ridiculed. "Sometimes you can only see the truth when you turn things upside down", says Blixa Bargeld. "To read the Hornbach catalogue wasn't my idea, but I liked the idea and that is why I did it. If I hadn't treated texts in this way this before, I wouldn't have been able to see that it's possible."

„I was fascinated by the project because it fulfilled my definition of creativity: to bring two things together that have nothing to do with each other, to form a third," says director Hermann Vaske who collaborated before with Bargeld on a commercial for the Erotic Art Museum in Hamburg.

The films were shown on VIVA Music Television in conjunction with a Bargeld special. They will be shown on ARTE as part of a thematic evening about poetry.

Category:

Film & Animation

Tags:

• Vaske
• Hornbach
• advertising
• Bargeld

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