The advertising killer syndrome

The point here is that it is not acceptable for advertising to try to use humor and wit to keep the same commercial in the faces of readers and TV viewers for almost two years, with an advertisement as a reminder. Like this apparently complicated life situation with the Passföteli regulations. The movie with the guy who orders the coffee was still funny. This story with this funny Italo is like a bad joke that might make you smile once. But by the tenth time, you don't find the joke but the narrator no longer likeable, but rather annoying.

My theory: I have always preached that after a clever positioning concept and its creative implementation, continuity is the most important thing. But if continuity is implemented in such a way that the same spots and ads are always used over two years, then continuity has been misunderstood. Years ago, an English cigar company had an advertising concept based on the same strategy as Sympany. Motto: Life is complicated, we are the solution. "Hamlet is a cigar called happiness" was their slogan. Year after year, these commercials were shortlisted in Cannes and often picked up a Lion. The concept was also that life is complicated and the product is the solution. In addition to the TV commercial with the conveyor belt at the airport, one film in particular is unforgettable in the industry. There's a man sitting in a photo booth and every time there's a flash, his last five hairs slip into his face. Sorry, Markus Brönnimann, but that reminds me of the Sympany campaign. Regardless of whether I'm going too far out on a limb, one thing is important: the creative difference is miles apart.

A movie episode of Laurel and Hardy (the clock and the beer) or Polanski slashing Jack Nicholson's nose. These are stories that you would like to watch more often. But boring TV commercials that always tell the same joke are counterproductive.

Last week, I had a chat with star filmmaker Ernst Wirz. He shares my view and says: "Make simpler stories, but do a new episode more often."

I often look into the fire. It's always the same concept and yet always different and fascinating. It's also warming. My resolution of the week is that I'm only allowed to write one more column this year. After that, the world will end on 21.12. See you soon, wherever you are. By the way: get a biometric passport. It's completely digital and doesn't have to be done in a fetal box. And it's also completely uncomplicated...