To be continued, one way or another
Retail Four crazy Publicis commercials continue the campaign for Migros. The laughs are guaranteed.
Retail Four crazy Publicis commercials continue the campaign for Migros. Price arguments alone no longer create a sustainable image. Today, consumers expect companies to assume social responsibility. Consequently, the second new TV commercial season of the popular Migros image campaign was launched these days - in the middle of the M-budget wave - and with the unconventional and attention-grabbing commercials from Publicis, Switzerland's largest retailer succeeded within a few months in conveying to the public that Migros does much more than just sell products and services.
High want-to-see factor Without being embarrassingly ingratiating or tipping over into pathetic adulation, the first part of the campaign conveyed the image of a responsible company that shapes the economic, social and cultural life of Switzerland like no other.
The team led by Publicis CCO Jean Etienne Aebi had Migros customers themselves perform and dream about their commitment to public health, the environment and ethics. According to the Art Directors Club, the concept set more than just a new standard in its category: thanks to the amazing script and the perfect staging and direction, the commercial series achieved cult status right from the start.
It was to be expected that the "want to see again" effect would not fail to materialize. In an IHA-GfK study, private individuals and communication professionals generally gave the retailer the best marks in terms of communication performance. This brilliant result is primarily due to the positive direct customer contact in the stores. However, the newly anchored brand promise "either way" was able to benefit from this situation. This is because these humorous commercials also hit the right strategic chord and combine with Migros' other measures and values to create an atmospheric overall picture.
Will there be a third season?
Just how eagerly audiences must have been waiting for the sequel can be seen from the fact that the new spots were already being eagerly previewed on the Migros website days before the official TV and cinema release.
And it was worth the wait. What director Kasper Wedendahl and Pumpkin Film have made together with Publicis exceeds the wildest expectations. The laughs are guaranteed: Social worker Sonja Riklin advertises the club schools' further training for women - especially the self-defense course - in Migros branches and lets the sparks fly. Or Fundi Boris Felder paints a somewhat literal picture of the freshness of Migros products. From the casting to the design and the sound effects - the commercials are coherent down to the last detail. The ironically exuberant advertising ideas of an engineer for quality and those of the righteous pensioner Emma Luchsinger for low prices also show how fresh and self-deprecating self-praise can be.
The obligatory cliffhanger is provided by Beat Mühlemann, Head of
Marketing Communications at the Federation of Migros Cooperatives. He now wants to have three more monumental commercials filmed so that they can then alternate with the existing commercials for the next three or four years. So the suspense remains.
Image advertising with impact: The "Self-defense" spot is about the continuing education courses offered by Migros Club Schools.
High want-to-see factor Without being embarrassingly ingratiating or tipping over into pathetic adulation, the first part of the campaign conveyed the image of a responsible company that shapes the economic, social and cultural life of Switzerland like no other.
The team led by Publicis CCO Jean Etienne Aebi had Migros customers themselves perform and dream about their commitment to public health, the environment and ethics. According to the Art Directors Club, the concept set more than just a new standard in its category: thanks to the amazing script and the perfect staging and direction, the commercial series achieved cult status right from the start.
It was to be expected that the "want to see again" effect would not fail to materialize. In an IHA-GfK study, private individuals and communication professionals generally gave the retailer the best marks in terms of communication performance. This brilliant result is primarily due to the positive direct customer contact in the stores. However, the newly anchored brand promise "either way" was able to benefit from this situation. This is because these humorous commercials also hit the right strategic chord and combine with Migros' other measures and values to create an atmospheric overall picture.
Will there be a third season?
Just how eagerly audiences must have been waiting for the sequel can be seen from the fact that the new spots were already being eagerly previewed on the Migros website days before the official TV and cinema release.
And it was worth the wait. What director Kasper Wedendahl and Pumpkin Film have made together with Publicis exceeds the wildest expectations. The laughs are guaranteed: Social worker Sonja Riklin advertises the club schools' further training for women - especially the self-defense course - in Migros branches and lets the sparks fly. Or Fundi Boris Felder paints a somewhat literal picture of the freshness of Migros products. From the casting to the design and the sound effects - the commercials are coherent down to the last detail. The ironically exuberant advertising ideas of an engineer for quality and those of the righteous pensioner Emma Luchsinger for low prices also show how fresh and self-deprecating self-praise can be.
The obligatory cliffhanger is provided by Beat Mühlemann, Head of
Marketing Communications at the Federation of Migros Cooperatives. He now wants to have three more monumental commercials filmed so that they can then alternate with the existing commercials for the next three or four years. So the suspense remains.
Image advertising with impact: The "Self-defense" spot is about the continuing education courses offered by Migros Club Schools.
Red heads and a laugh: Publicis spot on the subject of quality.
Luca Aloisi
