Denner likes it politically incorrect

 
Wholesaler ViznerBorel has produced a series of seven funny and politically incorrect TV commercials for Denner. 
A series with seven commercials at the same time is not often seen in advertising television. If these films are also refreshingly cheeky, funny and daring, then we can certainly speak of a rather unusual offensive in Swiss advertising. Just over a year ago, the family business Denner came under the Migros umbrella. Since then, the communication strategy has not changed noticeably. The Zurich agency ViznerBorel continues to act as Denner's lead agency. Lajos Vizner and Guillaume Borel have been in charge of this budget since their agency was founded four years ago. During this time, they have already helped the discounter's image take the right direction several times with cheeky and funny films.
Denner spends around seven million francs a year on such measures. This is a quarter of the total advertising budget, which is estimated at 30 million francs annually. The rest is spent on so-called "piggyback ads" with up-to-date information on products and prices or sophisticated print campaigns, such as the recent launch of the premium "Primess" line. "Print supports the communication of tactics and makes it possible to react quickly. Strategic measures are more possible in film," says Guillaume Borel.
Intensification desiredDenner invests around three quarters as much in advertising as Aldi. However, the budget is significantly more modest compared to Coop and Migros. For Denner advertising manager Stefan Maegli, this initial situation is therefore one reason why Denner advertising has to be correspondingly cheekier and more "pointed" so that it can still attract attention. As in the store, Denner also "takes on the role of Robin Hood" in its communication, as Maegli recently aptly commented on the discounter's communication policy. In this way, the role of the lone fighter is also continued in advertising, just as Denner founder Karl Schweri did back then in the fight against cartels and price fixing by the big players. Today, it is Philippe Gaydoul who, as CEO, knows how to present the discounter as a "close ally" and therefore always a reliable partner for the consumer. "Denner: always good, always cheap" is also the final claim in all seven commercials in the new series, leading to the happy end of each short story.
Guillaume Borel, the CD of ViznerBorel, took the ideas for these commercials "from life" in a wide variety of situations. And, of course, had them shot a little over the top. The seven films were shot "cost-effectively and very efficiently" in just one week by Reto Salimbeni. The style of the commercials, which nonetheless seem like "great cinema", was made possible because Salimbeni also has an offshoot in Vancouver with his Manifesto Films. In Canada, the price-performance ratio for such films is "optimal", says Vizner-Borel.
The commercials, which sometimes almost create the feeling of a "cinematic counter-world" to a similarly comprehensive series of image commercials for Migros, are intended to attract attention within the advertising blocks not only with humor, but also with "a bit of cheekiness". "They should entertain the audience," says Borel. In order to achieve this effect, they have not shied away from jokes that are not always politically correct.
In one of the commercials, for example, a woman is unable to start the engine of her car. A passer-by quickly "helps" by inserting a can of energy drink into the tank opening of the car. Whereupon the car suddenly starts up - but crashes into the rear of the car in front with full force.
The joke of sexual ambiguity is played on in a commercial in which the door of a fridge makes suspiciously similar creaking noises when opened and closed, similar to those normally associated with the squeaking of a lottery bed in such gag films.
Duel of the burpersThis "joke" is topped off with a movie story in which three men burp in front of the TV after drinking heavily and are ultimately outshone by a woman who burps even harder and longer. The intention is clear: this film should also become a long-lasting "burp" in the viral network of the relevant film communities.
Naturally, Denner and ViznerBorel do not want to provoke the wrong audience with these cheeky films. The different spots are each carefully targeted at different audiences. The "burp" is sure to be a hit on the channels of the young broadcasters Viva and MTV. The grilled party guest is certainly in good hands on SF 2 before the late-night music programs on Saturday. The exploding Coke bottle and the squeaky fridge can also be a fun diversion before "10 to 10" or "Tagesschau".
The focus in all films is on "price, proximity, actions".   
Andreas Panzeri