Steep passes from amateurs
Major distributors Condor and Publicis have turned new advertising ideas submitted by customers into humorous commercials for Migros.
Major distributor Condor and Publicis have turned new advertising ideas from customers into funny commercials for Migros. "The club school even teaches you how to dance. In any way you want," says farmer and Migros customer Hanspi Gmür. Then a dozen sales assistants dance in the commercial, perfectly choreographed like in the most beautiful Hollywood musical. Another young customer named Roy Imhof is convinced: "People stay fit for much longer because of the many healthy options offered by Migros." Then we see an over 70-year-old woman in the commercial running after a streetcar that has just left with full shopping bags. She catches up with it, as the woman is doubled in the commercial by a real 78-year-old world champion marathon runner.statements actually collected from real amateurs in an intro, then the professional implementation of these "advertising ideas" in a second film block, form the concept for ten new commercials from Publicis for Migros. As a "guarantor of entertaining films", the orange wholesaler is currently enriching its advertising blocks with new image spots. The popular concept "The Migros advertisement by..." has been retained, but has been given a facelift, as Brand Director Marion Marxer explains at Publicis. While the first films with such ideas were funny but sometimes a little long, now only one sequence is shown. "The spots have become shorter but spicier," says producer Philipp Petersson at Condor. The short films were developed in close collaboration between the creative team at Publicis and director Patrick Senn at Condor. The spots are based on Migros themes such as freshness, fitness, non-smoking, club school, sport and bottle returns.
Visualizing the differenceIndependent of this season, the films with the "favourite products" will continue. These are set exclusively in Migros stores. The spots with the "ideas" have now also broken out of this grid.
As Marion Marxer reveals, the concept with these "ideas" has been tested on a broad basis and has been "extremely well received" by the public. However, while previously only "big themes" such as freshness were discussed, the new 20 to 30-second short films also aim to bring smaller achievements into play that visualize the difference between Migros and its competitors. As such details from the Migros world can probably only be "properly understood by a local director", as Petersson says, the focus has now also been placed on a Swiss director, Patrick Senn.
Authenticity was also wanted in the statements of the laypeople. They were cast and recorded with different people for all three national languages. "That's what it takes when we're so close to people with a 35 millimeter camera," says the crew.
Andreas Panzeri
Visualizing the differenceIndependent of this season, the films with the "favourite products" will continue. These are set exclusively in Migros stores. The spots with the "ideas" have now also broken out of this grid.
As Marion Marxer reveals, the concept with these "ideas" has been tested on a broad basis and has been "extremely well received" by the public. However, while previously only "big themes" such as freshness were discussed, the new 20 to 30-second short films also aim to bring smaller achievements into play that visualize the difference between Migros and its competitors. As such details from the Migros world can probably only be "properly understood by a local director", as Petersson says, the focus has now also been placed on a Swiss director, Patrick Senn.
Authenticity was also wanted in the statements of the laypeople. They were cast and recorded with different people for all three national languages. "That's what it takes when we're so close to people with a 35 millimeter camera," says the crew.
Andreas Panzeri
