Schlager Queen
“Insolence”, “Fremdscham”: Helene Fischer’s Lidl spot heats up the fans’ minds
Helene Fischer has been criticized since the publication of her Lidl commercial
© Federico Gambarini/dpa
Since the weekend we have known where Helene Fischer (allegedly) buys her chocolate: at Lidl. The fact that the Schlager-Queen is now advertising for the discounter is not well received by everyone. The company, for example, has to listen to the accusation of “making fun of” customers. And Fischer gets her fat off too.
This article first appeared on n-tv.de
So far you could say: What Helene Fischer touches always turns to gold. But there may now be a first crack in the flawless image of the hit queen. In any case, an advertising campaign with the 38-year-old threatens to backfire. Criticism, ridicule and malice at Fischer’s advertising commitment are piling up on social networks.
Since the weekend, a spot by the food discounter Lidl has been shown online and in the TV commercials, advertising with the singer on the occasion of the company’s 50th anniversary. In addition to the usual products from fruit and sugar to dishwashing liquid, the clip also deals with a competition under the motto “Lidl Lotto”.
Helene Fischer: “Oh, Max”
At the beginning, Fischer pulls up with her tour bus in front of a branch of the retailer. She grabs a shopping cart and enters the shop, accompanied by six dancers. “Helene Fischer?” is amazed by an employee who is about to fill up the vegetable aisle. To the sound of “Atemlos” and the dance moves of her companions, Fischer embarks on a shopping tour, during which she not only packs apples but also chocolate, for example, into the trolley.
Of course, purely by chance, during her shopping experience in the discount store, she also meets comedian Max Giermann, who is also part of the new Lidl campaign alongside presenter Barbara Schöneberger. “Helene!” calls the comedian to the singer. “Oh, Max,” she says, surprised by the meeting on the sauce shelf, before a snappy comment by Giermann flops for her in the same way as the spot did for many observers on social networks like YouTube, Facebook, Instagram, Twitter and Co .
It goes without saying that there are also some fans of the singer who have nothing to complain about in the advertising with their idol. “Best advertising and advertising partner you could have gotten,” reads an enthusiastic Instagram comment. But numerous people also criticize the campaign sharply, targeting both the company and Helene Fischer personally.
“Isn’t she getting fed up?”
“An absolute cheek from Lidl. They increase their prices dramatically and at the same time they finance stars to advertise for them,” says one user on behalf of many others with a view to the galloping inflation. “Instead of this old advertisement with the fisherman, they should have given the money for their employees, who now have to work harder to get the money back,” it says elsewhere. “You laugh at your customers, because Helene Fischer never buys in a Lidl personally, so stop kidding the customers!” Is another comment.
“Doesn’t Helenchen earn enough with her tour or doesn’t she get enough? Some do everything for money,” a user attacks the singer herself. “She must really need it,” says another, while another user becomes sarcastic: “Can’t shop in Lidl anymore, I’d be afraid that Helene Fischer would be hanging around there.”
One critic believes he has “discovered a whole new form of foreign shame”. Another even threatens consequences for his shopping behavior: “I’d rather go to Aldi for this advertising and its costs.”
Whether the discounter and the singer are really affected by the criticism remains to be seen. At least the goal of generating attention was finally fully achieved with the commercial. By Monday noon, the clip had already had almost 2.5 million views on YouTube. More than a million people clicked on him on the group’s Facebook page. From this point of view, it is and remains correct at this point: what Helene Fischer touches always turns to gold somehow.