I really love this commercial for a döner kebab joint somewhere in Germany—it would be nice if I knew which one! Perhaps the clientele they’re looking for knows where it is. Maybe it’s a chain?
The commercial follows the template of the recent Snickers campaign, which plays on the potentiality of low blood sugar to turn you into something like an cranky, ogre-ish version of your normal self—thus a nougat-and-nut candy bar between meals is the only thing that can restore you to your proper self. So a football coach needs a Snickers bar to stop being Robin Williams (RIP) and so forth.
Here some local purveyors of Turkish cuisine appropriate the ultimate symbol of evil, Adolf Hitler, to make the same point. You don’t need to know too much German to understand what’s happening, but I’ll supply some translations anyway—my German isn’t entirely up to the more slangy variants they use, but I’ll do my best. Adolf is riding behind the shotgun seat and being impatient, he says something about going to Stalingrad, in a possible reference to Bruno Ganz’s portrayal of Hitler from Oliver Hirschbiegel’s 2004 movie Downfall that has since become the well-known “Hitler Reacts” viral sensation for the meltdown scene in which Hitler finally realizes that the war is lost.
So anyway, Hitler barks something about Stalingrad, and his buddies have had enough. The guy in the shotgun seat says, “Digga,* we agreed to your request, don’t you notice that?” Hitler slaps him lightly on the cheek with his glove, saying “Don’t you notice that?” Then his buddy in the back seat says, “Olli, what’s with you? Dig in to this döner sandwich, digga.” Adolf says, skeptically, “Why?” Back seat buddy says, “Every time you get hungry, you turn into a real Führer.” Adolf says, “into a Führer?” and they all chime in, “Yeah, into a Führer,” with the driver adding, “It’s true.” Once the döner sandwich has been consumed, Adolf reverts back into his mustachioed self and (I think) lightly protests that it’s not better this way. The text on the bottom says simply, “You’re not you when you are hungry.”
One might be tempted to call this commercial offensive, and certainly it’s a little on the flippant side. But the Turks occupy a marginalized role in Germany, they’re the out-group. So it’s fun to see them (not that I know they’re Turkish, the food is certainly Turkish in origin) appropriating the ultimate symbol of German oppression for their own ends. Don’t be such a Hitler about it! Jeez.
via Schlecky Silberstein
* Note: Commenters have pointed out that my first rendering was not right. I had initially misheard this as the German word Neger (which is not the N-word, so don’t even, it means “Negro”), which I loosely translated as “nigga.” It’s actually the slang term digga, which loosely translates as “buddy.” My appreciation goes out to the commenters.
Posted by Martin Schneider |
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