Rebranding German Culture

Is German culture stolid, dull and humorless? “To counter their stereotyping as humorless, rude, know-it-all, perfectionist workaholics with a historic tendency toward murderous chauvinism, Germans will soon be portrayed in advertisements across Europe as hedonistic, with-it, athletic sexpots. Think Claudia Schiffer, not Helmut Kohl.”