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MediaMarkt returns with its “I’m not crazy !” campaign in a new look.

A cheerful woman raises her fists with excitement, surrounded by words like “crazy”, “wappie”, and “GEK!” on a vibrant red background.

Brussels, 3 October 2025 – From October, MediaMarkt is bringing back its iconic “I’m not crzy !” pay-off. Naturally, the slogan is being given a contemporary update that reflects today’s spirit of the times. The campaign will run across all channels.

By responding to changing language use, the retailer is giving the classic a fresh, modern twist. In this way, MediaMarkt brings together familiarity, humour and trust.

Hero in the digital jungle

MediaMarkt Benelux Marketing Director Raymond Mesterom explains: “We are repositioning MediaMarkt as the down-to-earth, physical hero in the digital jungle. Because when it really comes to a good deal, you want to see it, feel it and test it for yourself. You also want to be able to ask questions and, of course, make use of services such as delivery and installation. That is why you go to MediaMarkt. Because you’re not crazy !”

Campaign during the busiest period of the year

The first campaign marking the return of “I’m not mad, am I?” will launch on 6 October and will be rolled out widely across TV, radio, social media and online channels. “I’m not mad, am I?” will also continue into 2026. In this way, consistency and recognisability within the marketing strategy are strengthened.

With the busiest quarter in retail just around the corner - including Black Friday and the festive season - customers can look forward to a wide range of promotions, discounts and campaigns. The timing of the campaign coincides with the period when consumers are actively searching in large numbers for the best deals and offers.