We LOVE HOT FOOD

Article published on March 31, 2014
Article published on March 31, 2014

This article has not been vetted by an editor at Paris HQ

Ger­man su­per­mar­ket chain EDEKA has pro­duced a promo that has al­ready gar­nered 3.5 mil­lion views. Their new ad fea­tures a white-bearded man danc­ing through one of their Berlin stores.

Fried­rich von Liech­ten­stein is the name of that swingin' cat, and he gy­rates through the aisles to a tai­lor-made cover of his song "Su­pergeil" (a play on the word geil, which can mean both awe­some/wicked and horny/hot). Last year, Liecht­en­stein recorded the orig­i­nal with Berlin band "Der Tourist" and one year later the re­make is a call to con­sump­tion.  Edeka had al­ready generated publicity last year with an ad fea­tur­ing two ston­ers.

 

In this clip, Liecht­en­stein show­cases every­thing that's super; that is, every­thing that comes from Edeka.  And wow, how "su­per­groß" (su­per-big) and "su­per­fresh" the se­lec­tion is: sushi, yo­gurt, crois­sants, "geiler Dorsch" (wicked codfish), "sehr geile Bio­pro­dukte" (very wicked or­ganic prod­ucts), and even "sehr, sehr geile Frit­ten" (very, very wicked fries). That's the caricature of con­sump­tion; it doesn't mat­ter whether you eat healthy, it doesn't mat­ter what you buy, and it doesn't mat­ter what you do to the food: you're hot stuff.

And what's up with the girls?  With so much hot­ness, they're thrown in as a freebie for Liecht­en­sten, danc­ing in Edeka salesclerk uni­forms on their long, hot legs.  What a shame, be­cause they take the joke out of the whole thing and shove the word geil back into the pi­geon­hole from which it had been re­moved: namely, that of male fan­tasy.