Tourism commercial with Federer and De Niro

Shane Wilkinson

—

1/2

Christian Dorer, editor-in-chief of the Blick Group.

—-
—

2/2

Roger Federer (r.) Tries to persuade US actor Robert De Niro in the Switzerland Tourism video clip to shoot a spot with him about Switzerland.

—-

—-

The situation in Swiss tourism is more than dramatic: 40 percent fewer overnight stays than in the previous year, two thirds fewer foreign guests! The country is experiencing the biggest tourism crisis since World War II.

–

But right now the marketing organization Switzerland Tourism is launching a funny, self-deprecating video clip. In the main roles: two world stars!

–

The plot of this international advertising coup goes like this: In his Zermatt chalet, Roger Federer (39) wants to convince Robert De Niro (77) via video call to shoot a spot about Switzerland together – and receives a rebuff from the Hollywood legend’s New York apartment: ” Switzerland is beautiful, lovely and dreamlike. But there is neither drama nor danger! ” That is not for him, the action star, the specialist for profound high tension: “I need drama!” Switzerland is “too perfect, too nice”.

–

Then the slogan appears: “If you need a vacation without drama, then you need Switzerland.” Flap!

–

The clip is fast, intelligent, funny, self-deprecating and already a hit on Youtube. He brings Switzerland to the point beyond tourism: “No drama!” Because it’s true: Switzerland is the most undramatic country in the world. In politics, in our everyday life, in society as a whole.

–

Since 1848 only four members of the government have been voted out of office. Every single Federal Councilor is so insignificant that he can drive to work by public transport without a bodyguard. Less drama is not possible!

–

Switzerland doesn’t know any royals, and anyone who takes himself too seriously is quickly cut back to normal.

–

The trains almost always run on time, the crime rates are within reasonable limits, corruption is almost unknown, our secret service operates more conservatively than heroically, there has been constant peace since 1847, everyone has security, education, medicine and – if necessary – a social network .

–

Switzerland delivers little spectacle, certainly no thrills, but consensus and constancy, closeness and reliability, but also discretion, calmness and realism – which ultimately adds up to a globally unique quality of life.

–

Even in the pandemic, the Confederation remains unspectacular compared to other nations – nobody in Bern would seriously have considered imposing such extreme measures as curfews or contact bans.

–

Leave a Comment Cancel reply