On the death of Hans Dubach
Obituary Hans Dubach, a personality in Swiss advertising, has died. A tribute by Peter Leutenegger*.
Obituary Hans Dubach, a personality in Swiss advertising, is dead. A tribute by Peter Leutenegger* It was only in December that it became known that Hans Dubach had died on October 8, 2003 at the age of seventy. The former owner of the Dubach advertising agency in Wallisellen, now FCB Leutenegger Krüll, was one of the most colorful figures in Swiss advertising for over two decades. Unconventionally straightforward and fighting against every trend, he was able to make his mark time and again in the early years of his career. His credo, "when the advertisers say that's the way to do it, I do exactly the opposite", hardly earned him any recognition in the relevant advertising circles. But he did receive some praise from his clients at the time, as well as the realization that there are probably also anti-recipes for well-functioning advertising.
The successful Bico twins with their "tüüfa gsundä Schlaaf", still fondly remembered by some, came from his creative kitchen, as did the shirt-sleeved campaign for the cabinetmaker Hermann Zürcher from Bassersdorf with his slogan "Ich bi immer no no da". And one of his best campaigns at the time was the green dachshund Eugen for the Grundig brand. A dog with character, wit and a good dose of impertinence - just like his inventor.
Headstrong agency patriarch
Hans Dubach often referred to himself as "en Buur", which he was not, but to whose down-to-earth and woodcut-like thinking he felt strongly drawn. Indeed, he flirted with his rural streak and skillfully staged it in presentations and appearances. The fact that he was able to differentiate himself even more clearly from the scene advertisers, who were so alien to him, increased his pleasure. And former assistants can tell you a thing or two about the fact that these legendarily staged performances by the agency patriarch were not always easy to sit through.
Hans Dubach retired from advertising at the beginning of the nineties. Abruptly, definitively and without a farewell tour. Surprising for some, understandable for those who knew him better, just staged.
Hans Dubach was one of the great personalities in the history of Swiss advertising and left hardly anyone indifferent during his almost thirty years as an advertiser. His death revives these memories. What remains is a faint smile at what we experienced together.
* Peter Leutenegger, co-owner of the agency FCB Leutenegger Krüll.
The successful Bico twins with their "tüüfa gsundä Schlaaf", still fondly remembered by some, came from his creative kitchen, as did the shirt-sleeved campaign for the cabinetmaker Hermann Zürcher from Bassersdorf with his slogan "Ich bi immer no no da". And one of his best campaigns at the time was the green dachshund Eugen for the Grundig brand. A dog with character, wit and a good dose of impertinence - just like his inventor.
Headstrong agency patriarch
Hans Dubach often referred to himself as "en Buur", which he was not, but to whose down-to-earth and woodcut-like thinking he felt strongly drawn. Indeed, he flirted with his rural streak and skillfully staged it in presentations and appearances. The fact that he was able to differentiate himself even more clearly from the scene advertisers, who were so alien to him, increased his pleasure. And former assistants can tell you a thing or two about the fact that these legendarily staged performances by the agency patriarch were not always easy to sit through.
Hans Dubach retired from advertising at the beginning of the nineties. Abruptly, definitively and without a farewell tour. Surprising for some, understandable for those who knew him better, just staged.
Hans Dubach was one of the great personalities in the history of Swiss advertising and left hardly anyone indifferent during his almost thirty years as an advertiser. His death revives these memories. What remains is a faint smile at what we experienced together.
* Peter Leutenegger, co-owner of the agency FCB Leutenegger Krüll.
