The Motz of Butz: A Recapitulation

The result of the redesign of the Sechseläutenplatz at Bellevue in Zurich teaches us how a project that was beautifully presented in the computer as close to reality, but then came out rather disappointing in execution. This phenomenon is also a stumbling block in our profession "advertiser" again and again. From the story board to the shot film, this obstacle must be taken into account.

Using the example of the fake celebrities, incarcerated in the letter/milk box to advertise for Schweizer Illustrierte in this way, we learned that a symbolic image is often not understood or is misunderstood. For example, when UBS wants to prove to me how safe and reputable it is, and as a visual element holds the yellow warning sign "Caution - wet floor" with the falling little man in front of my nose, I immediately understand "Caution! Bank!".

With the criticism of the advertising for the Motor Show, we should have learned that, on the one hand, the graphics used to be much bolder and more original. On the other hand, I have theorized that an institution like this Salon could embark on completely new directions with advertising. I also miss this new approach in organizations like Art Basel, Olma or the Locarno Film Festival. I like the VBZ much better. So more courage, originality, humor and striving for new paths.

What the programs such as InDesign or Photoshop have offered us in terms of helpful solutions has already been described in Issue No. 5. The unskilled and untalented should not bother with these tools, which offer sensational versatility and speed. This is because these programs are also sensationally uncreative. Instead of optimizing advertising, such jekami degrades it to abominations.

Advertising figures, a delicate subject that requires an incredible amount of sensitivity. The scale of excellently animated and optimally synchronized animals from the Disney kitchen or the Blue Sky Studios (Ice Age) shows what emotions can be triggered with such figurines or even advertising figures. With the examples of the Coop savings fox, the unspeakable Thomy mustard and mayo tubes as well as the talking nose for a pharmaceutical product, I have already pointed out that the highest level of professionalism and not too small a budget are prerequisites for a successful creation of such a creature.

These are also important guidelines for all types of advertising. Put an end to amateurism. Boring consumers with bad advertising for high viewing costs is also super-unprofessional. I wish that advertising would not capitulate. Therefore recap my tips and learn the 11 commandments by heart. My standout of the week was Swiss' idea to offer passengers chocolate in the form of footballs at the end of the flight.

Theophil Butz, graphic designer, advertising agency owner, inspirer and, for the last three years, also mothballs for Werbewoche readers. Please send any relevant information to [email protected]