Essential reading for retailers and suppliers in the home improvement market

Hornbach's 'Smell of Spring' ad

Added: 29 March 2019 - Fiona Garcia

The German retailer has stirred up controversy with its new TV commercial, which some are deeming to be sexist or even racist in the way it portrays a woman sniffing gardeners' dirty clothes.

Hornbach has hit back at claims and says the ad "is not racist" and is a tongue-in-cheek look at the "increasing urbanisation and decreasing quality of life in cities", with the smell of spring only available from a vending machine.

 

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