"Little children, sing..."
Two Contexta spots and a Publicis poster discover the animal world for Swisscom Fixnet and Mobile
Two Contexta commercials and a Publicis poster discover the animal world for Swisscom Fixnet and MobileBambi is amazed and the owl's heart is warmed as glowing wires cheer through the snowy winter forest: it's Christmas - and time to wish his grandma all the best for Christmas Eve. "It's very Christmassy," says the advertising agency Contexta, which created this tongue-in-cheek cinema and TV commercial for Swisscom together with producer Fredy Messmer from Blood Sweat & Tears. Directed by Ekkehart Pollack, the commercial tells the beautiful story of two children calling their grandparents via Swisscom Fixnet. Their Christmas message, delivered in sweet little voices, travels like the biblical star of Bethlehem with a sparkling tail behind it through the wires of the Fixnet to Grandma and her sweetheart.
"With the holy season also comes a time when we become receptive to emotions that border on kitsch," says Marco Serratore at Contexta, explaining the idea behind this commercial. With this advertising medium, Swisscom Fixnet would like to say "thank you to all customers for their trust and loyalty with a beautiful, emotional Christmas commercial", says Roger Renfer, the person responsible at Swisscom. He sees the commercial as part of the great tradition of thank-you commercials, which have long been part of the Christmas ritual in England and the USA and are also becoming increasingly fashionable here.
The commercial was filmed in two versions. In both, Grandma naturally can't hold back her tears at the magic of this bel canto Christmas greeting. In the somewhat cheekier cinema version for the younger audience, however, Grandma is accompanied by a gray old rocker who is reluctant to turn down his rocking hi-fi system because of the Christmas disturbance.
Bugsy does not become a roast rabbit
Bugsy the rabbit has nothing to do with Christmas, although many would smell a roast behind it. The "Chüngel" on the anonymous APG poster, whose fate could be decided by text message - "butcher" or "release"? - was to prove how much attention APG posters receive from a young target group. At the same time, the campaign was intended to bring Swisscom Mobile's community services such as WAP Chat, SMS Chat TXT and FriendZone to life.
Swisscom Mobile received 15,000 text messages in response to the poster - although the result came as no surprise to the notoriously animal-loving younger generations and was therefore regarded by many as more of a surprise.
was perceived as a nuisance. Item: Around 64% voted for the rabbit to live on, as the creatives at Publicis have since revealed.
Andreas Panzeri
"With the holy season also comes a time when we become receptive to emotions that border on kitsch," says Marco Serratore at Contexta, explaining the idea behind this commercial. With this advertising medium, Swisscom Fixnet would like to say "thank you to all customers for their trust and loyalty with a beautiful, emotional Christmas commercial", says Roger Renfer, the person responsible at Swisscom. He sees the commercial as part of the great tradition of thank-you commercials, which have long been part of the Christmas ritual in England and the USA and are also becoming increasingly fashionable here.
The commercial was filmed in two versions. In both, Grandma naturally can't hold back her tears at the magic of this bel canto Christmas greeting. In the somewhat cheekier cinema version for the younger audience, however, Grandma is accompanied by a gray old rocker who is reluctant to turn down his rocking hi-fi system because of the Christmas disturbance.
Bugsy does not become a roast rabbit
Bugsy the rabbit has nothing to do with Christmas, although many would smell a roast behind it. The "Chüngel" on the anonymous APG poster, whose fate could be decided by text message - "butcher" or "release"? - was to prove how much attention APG posters receive from a young target group. At the same time, the campaign was intended to bring Swisscom Mobile's community services such as WAP Chat, SMS Chat TXT and FriendZone to life.
Swisscom Mobile received 15,000 text messages in response to the poster - although the result came as no surprise to the notoriously animal-loving younger generations and was therefore regarded by many as more of a surprise.
was perceived as a nuisance. Item: Around 64% voted for the rabbit to live on, as the creatives at Publicis have since revealed.
Andreas Panzeri
