Oldies but Goldies

Exxtra revives Migros' combination spot tradition with the old teamThe largest retailer and advertiser in Switzerland - Migros - is harking back to the good "old" nineties. And is having AY&R's retail unit, Exxtra, refresh the legendary "Klammer" commercials. We fondly remember the series launched ten years ago with internationally award-winning highlights such as "Ohrfeige" for the Migros Club School's language courses or "Tandem" for bicycle articles and video cameras, which were still designed for the more unprejudiced young cinema audience in order to promote the orange giant's image among young people, but the spots took the target group by storm with their cult criteria of wit, irony and entertainment. The unusual form of comparative advertising was so ingenious that many longed for further episodes five years after the end of production. Practically the same team of makers as back then was recently brought together to win back attention with the old mechanism but new scripts. page 10