Media Markt has a campaign where they state that the world belongs to the "Unblöden", but I don't understand what "Unblöden" means and Google translate won't translate it.

So what does "Unblöden" mean?

  • Unblöd would be the noun of this made-up word and, translated into English you would have unstupid, meaning smart.
    – user2693
    Commented Apr 2, 2013 at 19:24
  • 3
    @user2693 Unblöd would be the adjective, not the noun. The noun could e.g. be der Unblöde :)
    – Philipp
    Commented Sep 1, 2015 at 19:59

3 Answers 3


Well Media Markt has the slogan

Ich bin doch nicht blöd!

which means as much as "I'm not stupid at all!". The meaning is that people who buy at Media Markt are not stupid.1 "Unblöd" is a madeup word for the opposite of "blöd".

"Die Unblöden" are the people who are "unblöd" – something like "the non-stupid".

1 Even if I sometimes think the opposite might be the case.

  • 22
    +1 for the footnote.
    – elena
    Commented Mar 27, 2013 at 15:15
  • 7
    Media Markt? Ich bin doch nicht blöd!
    – harper
    Commented Mar 27, 2013 at 18:22
  • 6
    Their ad's typography is interesting: giant ICH, giant BLÖD, tiny bin doch nicht... Commented Mar 29, 2013 at 7:58

In the context of a Media Markt ad campaign, unblöd refers to a Media Markt customer. It's an allusion to Media Markt's long-running campaign "Ich bin doch nicht blöd" ("I am not stupid"), which put these words into Media Markt customers' mouths with (usually implicit) reference to the option of buying elsewhere. Unblöd is perhaps best translated as non-stupid, though the coinage is weird enough in German that unstupid might be a better choice to render that aspect in English as well.

Given how the company behind Media Markt and Saturn is taking its customers for fools with the fake competition it is enacting between the two chains, this add campaign is more than a bit ironic.


It actually means 'smart'!
It's the german way of ironic 'understatement'!

Something like 'not bad' instead of 'good'...

The formal idea behind it is probably the same as in 'Untoten', although this doesn't necessarily mean 'die Lebenden' but rather in-between, in a state of a restless transition (neither - nor). So draw your own conclusion what this actually really means in the context of 'Unblöden' ;-)

Contextual Information:
German humor is different in contrast to the British... -

Or do you understand: 'Take a look at the wild SITE'

I've been told that Brits don't really get it... ;-)
Germans consider this to be a very 'gelungen' pun!

  • 2
    Shouldn't this be a comment?
    – c.p.
    Commented Sep 1, 2015 at 18:38

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