German supermarket EDEKA starts 2019 with a return to ‘supergeil’ prices and the smooth stylings of performance artist Friedrich Liechtenstein.

Under the motto ‘Supergeile Priese’, which translates roughly as ‘Super-cool Prices’, the campaign promotes the store’s numerous special offers in the January, which will come in handy for anyone who needs to save money after seasonal extravagances. This message, devised by agency Jung von Matt, is backed up by two videos featuring Friedrich.

The bearded 62-year-old artist, already known in Germany as a puppeteer, classically trained actor and artistic director of Berlin's Hansa theatre, became a worldwide viral sensation in 2014 with the original ‘Supergeil’ music video for EDEKA, which has almost 20 million views on YouTube to date. Now he appears for the first time in a TV ad for EDEKA and prances, red paint brush in hand, sashaying in a familiar manner through the rows of shelves to casual synth sounds. Friedrich slashes the prices for a wide range of products, ensuring "supergeil" offers. 

The TV commercial was announced on New Year’s Day through an online video on the EDEKA Facebook page. Here the Berlin native’s motivation is clear: after a truly intoxicating New Year's Eve party his wallet is unfortunately empty - and the logical consequence: he needs to do more advertising.

The campaign will roll out on various communication channels throughout January. 

Check out the original Supergeil video here: