The Motz from Butz: Swisscom advertising is at its end
In advertising, anything is possible. But what Swisscom is now presenting through “Heimat von Berlin” is simply impossible. Column by Theophil Butz.
What it's about: In recent years, Swisscom has collaborated with Contexta, Valencia, Jung von Matt, Y&R, Saatchi & Saatchi, Publicis, and most recently with the Berlin advertising agency Heimat. An advertising world or an advertising idea with strong emotional value had been found. If the ad (see picture) is indeed from Heimat Berlin, as reported by Tages-Anzeiger and Basler Zeitung, then this attempt has gone awry. Anyone who has read my Motz of May 11 now understands that Swisscom does not have a virus or a bacterial disease, but is suffering to the highest degree from a mental disorder.
My theory: In every advertising book you can read that A a credible positioning, B a creative and witty implementation and C above all continuity is the recipe for successful advertising. Swisscom's marketing managers have not yet grasped this ABC. As a Swisscom customer, the first thing I do is dismiss the marketing manager without notice. I don't have the words for more dismissals and comments in this column. ... ............................................................................................ ............................................................................................ ................................................................................. ............................................................................................ ............................................................................................ ............................................................................................ ............................................................................................ ............................................................................................ ................ ............................................................................................ ............................................................................................ ............................................................................................ ............................................................................................ .....
My setup of the week was that for a week on my home connection from Swisscom, which has been in function for three years only for the alarm system, no acquisition call "Bonjour. Avec nous vous êtes à la bonne adresse!" came in anymore. More about this in the next Motz.
Theophil Butz, once a star advertiser (Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].
