Hollywood meets crafts! Arnold Schwarzenegger and Ralf Moeller appear together in the new Parkside campaign for the first time. The goal is to inspire both experienced hobbyists and motivated beginners to undertake their own projects “do it yourself”.
“From Terminator to the Motivator: Cooperation with Parkside is created for me. No DIY project is too complicated, no challenge – too great. Just want and believe in yourself,” says Arnold Schwarzenegger.
Schwarzenegger embodies a truly practical approach, while Moeller impresses with great DIY skills, great enthusiasm and a nice image. They both combine many years of friendship and common values that perfectly match the authentic nature of the Parkside brand. The main message of the campaign is to show that Parkside allows everyone to equip their own home workshop regardless of experience or budget. The brand encourages people to undertake DIY projects, both large and small. This is not about perfection, but about appropriate support and the right tools.
“Doing something yourself is a really great thing. Create something with your own hands and see at the end the result of your work – this feeling cannot be compared with anything else. I did not have to think about supporting the Parkside campaign for a long time – the more that I have always been passionate about DIY themes,” says Ralf Moeller.
Martin Alles, managing director of the brand at Lidl International comments: “As the best -selling DIY brand in Europe, Parkside is associated not only with high -performance tools, but also with the courage to take matters into your own hands. Our new campaign with Arnold Schwarzenegger and Ralf Moeller shows how much can be achieved when you believe in yourself. They embody the Spirit of Parkside – determination, energy and belief that everyone can implement their own project. “
The new Parkside campaign available in Lidl and Kaufland stores will start on September 1, 2025 with extensive media communication. Planned, among others Outdoor and digital-out-of-home activities, intensive presence in social media and television spots.
Majsterkowe Q&A – Arnold Schwarzenegger – PARKSIDE
1. In your early years in Austria you worked as a bricklayer – how did this time shaped your approach to physical work?
Arnold Schwarzenegger: “Yes, it’s true – when I was young, I worked at the construction site to earn some extra money. Then I felt what hard work means: every day at the construction site, in every weather, skin cracked from cement and cold. Since then, I know what real craftsmanship requires: forces of will and perseverance.”
2. What do you see the similarities between bodybuilding and DIY? Both require a lot of strength and precise work.
AS: “Definitely, nothing will be done alone. In bodybuilding, every muscle counts, in masonry – strength and precision, including
3. Is it true that you renovated your first apartment in Los Angeles with your own hands? – What tool was irreplaceable then?
AS: “Yes – a completely ruined house in Los Angeles. I had no money for professionals, so I did it myself: pouring concrete, demolition of the walls, electrical installation. My most important tool? Antifalous impact drill – I had it in my hands more often than today a smartphone. Man, if I had a Parkside hammer – one third of the weight, and I did not have a choice. Fortunately, today the tools are much more handy. “
4. What is the most common mistake of beginner DIY and how can it be avoided?
AS: “If you disregard the preparation, you will have twice as many problems later. Good tools are necessary – of course, but the best helper is a measure. My advice: it is better to measure three times and cut only once.”
5. What criteria are you following when assessing good tools?
AS: “Three criteria are important to me. First – solidity: the device must also work at full load, even when high strength is used. Secondly – ergonomics. The tools must lie well in the hand, both with precise and with strong work. Third – ease of use. Each tool should be intuitive to use, without unnecessary troubles.”
6. In the new Parkside campaign, you motivate people to undertake DIY projects. What personally attracted you to this project and how important it is for you to inspire others?
AS: “Parkside offers professional tools for everyone – this is what I like in this brand. When I learned masonry in Graz at the age of 18, we worked on equipment that I could not afford at the time. Parkside shows that quality does not have to be unattainable. Everyone should have a chance to create something with their own hands – whether this shelf or the whole house. If the brand supports such a large assortment, I will help people in such a large assortment, motivation to take on challenges. “
7. You are known for its versatility – from bodybuilding, through acting, to politics. And what does your talent look like as a hobby DIY?
AS: “There was never just a hobby for me. It was my work, thanks to which I earned money. When I was 15, I was involved in construction sites in Austria, mixing cement and wearing stones. At that time I learned what really means hard work. But even today I am still eager to undertake small DIY projects. Craft taught me away and precision – skills that helped me in every area of life. Yes, if you want me to put a wall – I’m your man [śmiech].”
8. In the Parkside campaign, you show that every challenge can be mastered with the right attitude and the right tools. Is there any special story from your life when you had to do something with your own hands?
AS: “On the set you always had to repair or customize. Proverbs or film set designs had to be constantly strengthened, rebuilt or restored in a short time. Often under the pressure of time and with a small amount of materials. In such moments I could use my manual skills well – whether when assembly, matching or improvisation. shots. “
9. In your life you have implemented many projects – has there ever been a DIY project that failed and which you pulled out an important lesson?
AS: “During the renovation of my first house, I learned that the project does not fall due to a lack of talent, only because of the lack of a plan. Then I had to destroy the entire walls, because I did not spend time making markings. Since then, the principle of me: measuring measuring, pencil and patience in using them is the key to a good beginning. And then – good tools to be implemented, of course from Parside.”
10. If you were to give young people one tip on DIY today – what would it be?
AS: “Good DIY requires three things: the right tools, good planning and error learning.”
