UPC Cablecom CEO does not get a word in edgewise
In the new TV commercial from UPC Cablecom and Manifesto Films, the CEO himself appears on camera—a first for Switzerland!
For about a week now, Eric Tveter, CEO of UPC Cablecom, has been posing in front of the camera for a commercial together with advertising ambassador Carlos Leal. Even though the actor barely lets Eric Tveter get a word in edgewise, the commercial is a first. "Never before in Switzerland has a CEO of a major company stood in front of the camera in a commercial and made a customer promise," says Beat Fingerhuth, Director Marketing Communication at UPC Cablecom. "We wanted to be the first company to do that; it humanizes our brand."
The idea to appear in a commercial came from the CEO himself, he said. "Eric wanted to give our company a face. We've achieved a lot in the past few years and now we want to get that out there." The commercial was shot in late September. Tveter and Leal harmonized excellently in front of the camera, Fingerhuth says. "The clip was shot within six hours in all three languages." The idea and concept for the spot came from Beat Fingerhuth (UPC Cablecom) and Reto Salimbeni (Manifesto Films).
Responsible at UPC Cablecom: Ivo Hoefel (SVP Product & Marketing), Beat Fingerhuth (Director Marketing Communication). Responsible at Manifesto Films: Reto Salimbeni (Director), Shannon Mildon & Daniela Berther (Producer), Michael Graf (Postproduction Manager).
