Their response as well as the ad itself are quite obviously tongue in cheek and even self-deprecating in a way as the men providing the used underwear obviously don’t fit any prevalent ideal of attractiveness. In (stereotypical) reality, the roles would be reversed, which is a classic stylistic device of humour. Hornbach has a long history of over the top concepts and aesthetics juxtaposed with mundane home improvement activities for humorous effect.
If I had anything to criticise about this particular ad, it’s that the setup is too lengthy for the punchline. I prefer their more concise print ads.
“Sweat flows when muscles cry”
I don’t know about you, but I find that pretty funny.
