Road to the top
Publicis has surprised moviegoers with a commercial for the street magazine *Surprise*.
Company Publicis surprises in the cinema with a commercial for the street magazine Surprise.Publicis makes a career possible for everyone. Following the multi-award-winning poster campaign with portraits of outsiders, Publicis has now produced a film for the street magazine Surprise. The TV commercial begins with impressive footage of marginalized people in a street kitchen. People wait here haphazardly. Then you hear the ringing of a telephone. Finally, someone answers the phone. Surprisingly, it turns out that the conversation is not about the usual problems, but about stock market transactions. "A marginalized man has found his way back in and is giving instructions to his banker," was the advertisers' idea. The slogan provides a further explanation: "We make a career possible for everyone. Surprise."
One might ask whether this is not cynical and almost more an expression of the advertiser's fear of ending up as a clochard than the true dreams of a marginalized person. The portraits by Alberto Venzago, in which clochards were wrapped in fine cloth and depicted on carpeted floors, also seemed to some critics like pictures of poodles being squeezed into coats by people. However, the ADC liked the idea and the street magazine is also pleased with the success of the campaign.
Help for the socially excludedThe new TV commercial will be shown in cinemas throughout Switzerland this fall. It was produced by Frank Estermann with Panimag. It was directed by Patrick Senn. Post-production was carried out by Ultra Images.
The street magazine Surprise offers help to socially excluded people who have no work or cannot find an apprenticeship, who live on social welfare, disability benefits or begging. Street vending gives them the opportunity to work. The street vendors are allowed to keep half of the sales price. "This gives them self-confidence and self-esteem," says the association, whose members include personalities from politics and education.
Around 800 people currently sell Surprise. They are looked after locally in the three sales offices in Basel, Zurich and Berne.
Andreas Panzeri
One might ask whether this is not cynical and almost more an expression of the advertiser's fear of ending up as a clochard than the true dreams of a marginalized person. The portraits by Alberto Venzago, in which clochards were wrapped in fine cloth and depicted on carpeted floors, also seemed to some critics like pictures of poodles being squeezed into coats by people. However, the ADC liked the idea and the street magazine is also pleased with the success of the campaign.
Help for the socially excludedThe new TV commercial will be shown in cinemas throughout Switzerland this fall. It was produced by Frank Estermann with Panimag. It was directed by Patrick Senn. Post-production was carried out by Ultra Images.
The street magazine Surprise offers help to socially excluded people who have no work or cannot find an apprenticeship, who live on social welfare, disability benefits or begging. Street vending gives them the opportunity to work. The street vendors are allowed to keep half of the sales price. "This gives them self-confidence and self-esteem," says the association, whose members include personalities from politics and education.
Around 800 people currently sell Surprise. They are looked after locally in the three sales offices in Basel, Zurich and Berne.
Andreas Panzeri
