Rescue by the anti-heroes?
For the past few days, the nine largest cities in Switzerland have been proclaiming that they will save the world—and of all people, it’s the «Bünzli» who are doing it. What’s the story behind this teaser campaign?
Rarely has the need for heroes and salvation been as great as it is today. This is evident not only in the way many people are turning to politicians who present themselves as messiahs or to young climate icons, but also in the pop-cultural triumph of Marvel movies … and their somewhat darker DC counterparts. If only someone—anyone—would come along to solve our problems—to stop global warming, save the forests, clean up the oceans! To end the conflicts in the Near and Middle East! Or, or, or…
Now, posters have appeared in Switzerland—more specifically, in the nine largest cities—that promise exactly that: salvation! By Superman? A second Barack Obama? Greta? No, not quite: by… «Bünzli»! «Bünzli are saving the world,» the posters say, or, accompanied by a call to action: «Become a Bünzli!»
Now, this derogatory term is one that you’d associate with many things—but with saving the world? Not really! The «Bünzli,» also known in High German as a “Spiessbürger,” is, according to Wikipedia, a “mentally inflexible, narrow-minded, and highly conformist person” who likely has the potential to report their neighbors for disturbing the peace, but who, apart from that, is not credited with much—especially not much that’s positive.
But these stick-in-the-muds all across the country must have some kind of ability to be at the center of this new campaign. A talent that turns these anti-heroes into superheroes. Maybe it’s that they take certain things more seriously than other people? That they—whether voluntarily or involuntarily—adhere particularly stubbornly to certain rules, and that this ultimately has a positive impact? Either way, the answer to this mystery should be revealed soon. It’s worth checking out the upcoming Monday newsletter from Werbewoche and MK.
