The Rift – Penny Market Germany 2022 | Clapboard Ad Archive

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The Rift - Penny Market | Clapboard Ad Archive

Penny Market’s 2022 Christmas campaign The Rift, created with Serviceplan for the German retail market, pivots from the emotional impact of its Cannes Grand Prix-winning predecessor to confront a more urgent societal phenomenon: the visible and metaphorical rifts fracturing communities in the wake of global crises such as the pandemic, war, and growing cultural polarization. Set within the familiar architecture of a German apartment block, the narrative employs an escalating visual motif—entire walls and floors rupturing between neighbors—to symbolize the divisions of generational conflict, racism, public health disagreements, and shifting worldviews, underscoring the erosion of everyday civility and empathy. This approach aligns precisely with what Clapboard’s taxonomy defines as FORMAT#3—Symbolize the Problem, privileging visual and narrative metaphor over literal depiction, thereby delivering the emotional stakes of social fragmentation in a form that is instantly graspable and universally resonant. Serviceplan’s campaign resists overt didacticism, drawing viewers into a tense, almost claustrophobic tableau, soundtracked by the plaintive strains of Silent Night, which heightens the absence of seasonal unity traditionally associated with Christmas. Central to the campaign’s communications effectiveness is the cathartic and relatable turn: the point at which a young protagonist, having earlier lashed out at his neighbor, crosses physical and emotional divides to ask if they can talk, restoring the potential for meaningful human connection amid estrangement. As a retail brand operating in a market crowded with value-based and quality-centric messaging—from competitors like Aldi, Lidl, Edeka, Rewe, and Kaufland—Penny Market uses this campaign to move decisively into the territory of social relevance and public interest, differentiating itself as an engine for cultural dialogue rather than simply transactional commerce. The integrated digital rollout leverages social channels where dialogue and divisiveness are played out publicly, inviting the German public to examine not just their shopping habits but their attitudes toward community, difference, and reconciliation. The campaign earns 74/100 in Clapboard’s global creative archive. When a major retailer frames its brand narrative around the emotional urgency of bridging social divides, it signals to the industry just how far cause-led storytelling has evolved as a genuine differentiator in mass-market retail.

Credits

Client

Penny Market

Agency

Serviceplan

Coo

Dr. Stefan Görgens

Marketing Director

Marcus Haus

Brand Marketing

Werner Hesse Quack

Digital Marketing

Thomas Raupach

Digital Marketing Manager

Friederike Pater

Managing Director

Christoph Everke

Managing Partner

Michael Jaeger

Creative Director

Moritz Dornig, Matthias Schuster

Copywriter

Katharina King

Account Management

Alessia Scheffler, Frederike Striegel, Marén Echtermeyer

Producer

Aisha Blackwell, Jennifer Meisels, Christoph Petzenhauser, Björn Krüger: Levy

PENNY's 2022 Christmas campaign, "The Rift," builds on the emotional resonance established by its previous award-winning film, "The Wish." It presents the brand as one that recognizes and addresses contemporary societal fractures, positioning PENNY not merely as a retailer but as a socially conscious facilitator of empathy and community connection. The campaign’s core proposition is a call for reconciliation and open dialogue amid widespread social divisions intensified by recent global crises such as the pandemic, war, and climate change. By linking these complex issues to the universal theme of Christmas—a time traditionally associated with togetherness and understanding—PENNY communicates a promise of bridging gaps and fostering human connection beyond commercial transactions. Strategically, the campaign leverages a narrative approach set within a relatable, everyday environment—a shared apartment block—to visually and emotionally depict societal divisions such as generational conflicts, racial tensions, and differing attitudes towards current events. This insight taps into a collective yearning for empathy and communication that has diminished in frequency and quality over recent years. By focusing on a boy’s tentative outreach to his estranged neighbor with the simple yet powerful question, “Can we talk?”, the campaign adopts an authentic, human-centered angle that resonates with audiences experiencing similar ruptures in their personal and community relationships. Targeting a German audience familiar with the brand’s previous emotional storytelling, the ad uses subtle yet impactful imagery and sound, including the melancholic backdrop of “Silent Night,” to underscore the urgency for renewed understanding during the festive season. The creative execution serves to reaffirm PENNY’s relevance not only as a retailer but as a contributor to public interest discourse, encouraging viewers to reflect on and address societal divides in their own lives.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. ‘The Rift’ campaign for Penny Market most closely aligns with the ‘Symbolize the Problem’ format. The narrative focuses on societal divisions—generational conflict, racism, the pandemic—but visually depicts these issues through the increasingly literal and metaphorical cracks tearing through an apartment block. This potent visual symbolism stands in for real social rifts, making the emotional impact immediate and universal without overtly demonstrating the problem or showcasing a clear product solution. The campaign relies on metaphorical imagery rather than explicit demonstration or direct problem–solution framing, making symbolic representation its primary creative technique. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Aldi – Market Positioning Aldi positions itself as a discount supermarket leader focusing on delivering high-quality products at consistently low prices through a no-frills shopping experience. With an emphasis on efficiency, private labels, and cost-saving measures, Aldi appeals to price-sensitive consumers seeking value without sacrificing quality, leveraging simplicity and streamlined store formats to maintain competitive pricing. 2. Lidl – Market Positioning Lidl competes as a global discount retailer balancing affordability with product quality and variety. It differentiates through modern store design, expanding fresh and organic food offerings, and a growing presence in private labels. Lidl’s strategic angle includes sustainable retailing initiatives and aggressive expansion in urban locations to attract environmentally conscious and budget-minded shoppers. 3. Edeka – Market Positioning Edeka is positioned as a full-service supermarket chain emphasizing quality, regional sourcing, and customer experience. It blends traditional retail values with innovation, offering a broad assortment including premium and local products. Edeka appeals to shoppers who prioritize freshness, variety, and service over price, targeting middle and upper-middle income customers with a strong community orientation. 4. Rewe – Market Positioning Rewe differentiates itself through a focus on quality, sustainability, and comprehensive product ranges including organic and gourmet items. It aims to provide a pleasant shopping environment with personalized services and digital integration for convenience. Rewe targets consumers valuing balanced price-quality, responsible sourcing, and corporate social responsibility, positioning as a trusted neighborhood grocery destination. 5. Kaufland – Market Positioning Kaufland positions as a hypermarket offering a wide assortment at competitive prices, combining discount and full-range supermarket elements. Its strategy leverages scale to provide variety across food and non-food items, appealing to families seeking one-stop shopping convenience. Kaufland emphasizes price leadership while also integrating quality private labels and local products to maintain broad market appeal.

Q: What is The Rift about? A: The Rift is Penny Market’s 2022 Christmas campaign, created by Serviceplan Campaign in Munich and directed by Seb Edwards of ANORAK Film. Released in Germany, the film centers on the growing divisions within society, using the setting of an apartment block to reflect contemporary social rifts such as generational conflict, racism, and pandemic-related tensions. The narrative follows a boy who, after a heated exchange, reaches out to his neighbor with a plea for dialogue, embodying the campaign’s call for empathy and reconciliation. The Rift continues Penny Market’s tradition of emotionally resonant holiday storytelling, following the success of its previous spot, The Wish. Q: What creative device does The Rift use? A: The Rift employs the Symbolize the Problem format, as classified by Clapboard’s 12-format taxonomy. Rather than depicting societal divisions literally, the campaign uses the powerful visual metaphor of cracks tearing through an apartment block to represent the fractures within communities. This symbolic approach allows the film to address complex issues—such as generational divides, racism, and pandemic fatigue—through evocative imagery, making the emotional impact immediate and relatable. By relying on metaphor rather than explicit demonstration, The Rift invites viewers to reflect on the real-world implications of these divisions. Q: What is the campaign proposition for The Rift? A: The campaign proposition for The Rift positions Penny Market as a brand that recognizes and addresses the urgent need for empathy and open dialogue amid widespread social divisions. By setting the narrative during Christmas—a season traditionally associated with togetherness—the campaign appeals to a collective longing for reconciliation and understanding. Penny Market speaks to a German audience familiar with its emotional storytelling, urging viewers to bridge gaps intensified by recent crises such as the pandemic, war, and climate change. The campaign underscores the retailer’s commitment to fostering human connection and community relevance beyond its commercial role. Q: How does The Rift rank in Clapboard's archive? A: The Rift holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Penny Market's category? A: Penny Market operates in a highly competitive German retail landscape alongside Aldi, which leads with a no-frills, low-price strategy focused on efficiency and private labels; Lidl, which balances affordability with quality and sustainability initiatives; Edeka, which emphasizes regional sourcing, premium offerings, and customer experience for a more service-oriented clientele; Rewe, which targets consumers seeking quality, sustainability, and a comprehensive product range in a pleasant shopping environment; and Kaufland, which combines discount pricing with hypermarket scale to offer broad variety and convenience for families.