‘Supergeil’ supermarket ad goes viral

Bathing in UHT milk and smoking a sausage “cigar”, a theatre director has helped a German supermarket advert go viral at home and abroad – despite the fact most people watching it won't understand the words.

'Supergeil' supermarket ad goes viral
Hans-Holger Friedrich in the Edeka advert. Photo: YouTube/screenshot/Edeka

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“Supergeil” is German supermarket chain Edeka's new video campaign. On first glance, it's not clear that the three-minute long electro track is a supermarket advert.

Released at the end of last week, it already has 1.2 million YouTube views and sparked a Buzzfeed article.

But the eagle-eyed can soon spot that each product leading man Friedrich Liechtenstein is waxing lyrical over, is from Edeka. It represents an image rebrand for the chain.

Blessed with rhythm, beardy Liechtenstein dances his way down supermarket aisles surrounded by Edeka staff. At the check out, everything he buys is “geil” – meaning great, or even sexy – even the oven chips.

The 58-year-old is actually a classically trained actor and director and his real name is Hans-Holger Friedrich.

German electro fans will probably recognize him from a popular video last summer called Kackvogel which followed him dancing around the streets of Berlin on a sunny morning.

Friedrich, who is also a puppeteer, recorded the song last year and he was hired by an advertising agency in the Prenzaluer Berg area of Berlin to give Edeka a "cooler" image. 

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