I’ve talked a lot on this blog about the facepalm-worthy fails of the marketing world. The late night television ads that assume folks are too dumb to operate hammers. The stuff so sexist or racist you wonder how it ever made it to print. Even the things that are just…meh.

Here’s how German home improvement biz Hornbach does it right.

This ad is not only good at giving you warm fuzzies, it works on a whole host of levels. Strong use of color? Check. Excellent narrative? Check. Tapping in to the way we’ve all felt like outsiders? Super check. This aging goth is going to be smiling all day. Who knew DIY was so heart-warming?

Watch it a couple of times. Analyze it. Then see what you can take away for your own marketing.

(Tip of the hat to Fast Company for tweeting the link.)