Swiss Tourism have spent months preparing the world for life without the FIFA 2006 World Cup, through a television and internet campaign featuring Swiss men who focus less on football and more on women. The campaign, in four languages, is aimed primarily at Switzerland’s neighbours in France, Italy and Germany, countries with a high proportion of ‘football widows’. The 30 second TV ad features a bare-topped farmer moving hay, a gondola operator, two lumberjacks, a mountain climber, a ferry sailor, finishing with Mr Switzerland Renzo Blumenthal milking a cow by hand. Women are invited to Switzerland where men care more about them than football. The ad finishes with the tagline, “Switzerland. Get Natural”, and the web site, MySwitzerland.com.
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The English commentary: “Dear girls. Why not escape during the summer’s World Cup to a country where men spend less time on football and more time on you.” The Italian commentary: “Donne, trascorrete l’estate dei Mondiali là dove gli uomini si occupano meno di calcio e più di voi: per esempio sulle montagne svizzere.” The French commentary: “Mesdames, passez donc l’été de la Coupe du monde dans les montagnes suisses, là où les hommes se soucient un peu moins de football, mais un peu plus de vous.” The German commentary: “Frauen, verbringt doch den WM-Sommer dort, wo sich die Männer weniger um Fussball kümmern, dafür mehr um Euch: Zum Beispiel in den Schweizer Bergen.”
The Swiss Tourism WM 2006 campaign was developed at Spillmann/Felser/Leo Burnett, Zurich, by creative director Martin Spillmann, copywriter Peter Brönnimann, art directors Mathias Babst and Tabea Guhl, consultants Rolf Zimmermann and Silvia Peter, and TV producer Sebahat Derdiyok, working with Swiss Tourism staff Jürg Schmid, Urs Emch, Carmen Stenico and Daniela Bär.