Published: 08 Dec 2010

Communicating with tears at Marbodal

Men in tears? Men crying their hearts out in kitchens? Marbodal has just released a TV ad that features a number of men who have been left by their partners. The Theme? Love may come and go, but a Marbodal kitchen lasts.

Love may come and go, but a Marbodal kitchen lasts.

The unhappy men are filmed in Marbodal kitchens, and as they sob and wail, viewers are introduced to a variety of kitchen options.

The film, which is shown on TV4's channels in Sweden, is the first expression of Marbodal's new communication concept "A kitchen for life." The music, appropriately, is the 1959 hit song "You Can Have Her" by Roy Hamilton, which was made famous in Sweden by Anita Lindblom in her 1963 cover version "Sånt är livet" (Such is Life).

"Buying a kitchen is an emotional event with rational arguments," says Rune Stephansen, General Manager of Marbodal. "We want to show that Marbodal's kitchens last a lifetime, and fit all of life's little and big moments."

The offer in the film is SEK 15,000 worth of accessories for those who order new kitchens.

"We're very happy with the reactions so far," adds Stephansen. "It is rather daring to show crying men, but we have had positive reactions from both our franchise holders and customers. People think it's humorous, and they don't get tired of it."

For more information, please contact rune.stephansen@marbodal.com.