Environment, body shaming, social media
With a new commercial, Penny shows what the “FFF generation” really wants
“Children and young people have a lot to say. Let’s listen!” says Penny’s new Christmas commercial.
© Screenshot YouTube / @ErstmalZuPenny
“Let’s listen” is the motto of Penny’s new Christmas advertising film, which is dedicated to the wishes of children and young people. The aim of the campaign: to give young people a stage and to make their voices heard against the background of social crises.
Especially during the Christmas season, it is important to many people to support charity projects and campaigns that highlight the challenges we face in society every day. Against the background of Climate change, wars, social division and increasing social inequality However, in this year’s Christmas advertising film, Penny is solely dedicating himself to a specific group of people.
The new campaign “Let’s Listen” aims to offer young people a platform to publicly express their opinions, wishes and feelings. The underlying idea: The current pressure lies primarily on the young shoulders of children and young people Future – after all, they are the ones who will spend the majority of their lives in the world that is designed today.
Penny wants to give young people a voice
And so Penny, in collaboration with more than 100 clubs, asked children and young people what they want for the future, what their needs and ideas are with regard to the future, what moves them and what hurts them. The clip “The Kids,” which Penny has now published on social media, shows excerpts from the results. In the video you first see four young protagonists who visibly suffer from the behavior, demands and wishes of their parents, caregivers or society. As the clip progresses, more and more protagonists appear, expressing their own pain and feelings.
For example, a young girl is forced by her parents to dance ballet – even though she would much rather dance freely. A boy just wants to spend some quiet time with his mother – without her repeatedly filming him for social media. Other protagonists suffer from body shaming or climate change, from racism and discrimination, from factory farming or the school system. Ultimately, the protagonists decide to stand up for themselves – and with the message “It’s our future. Please listen to us!” to take to the streets for their issues.
It’s not the first time that Penny has drawn attention to social problems with a pre-Christmas campaign and tried to go viral. Last year, the Christmas advertising film “The Crack” hit against the backdrop of Corona, migration and energy crisis make waves. He criticized the increasing Division of society – and advocated for cohesion and for actively reaching out to one another. In 2021, the discounter also launched the emotional campaign “Der Wunsch”, which drew attention to the effects of the Corona lockdown and recorded millions of views just a few days after publication.