Last but not least: Turning sets à la Grecque

Good ideas can come to advertisers again and again. Especially if they haven't realized that the idea has already existed. In the case of Leo Burnett Switzerland's turnaround phrases, however, the likelihood of this is probably rather low. The Swiss Life campaign has been running for years, has been showered with international awards and was even named the most awarded poster campaign in the world in 2013 (Werbewoche.ch reported).

The timeless idea, which still works like the first day even after what feels like the thousandth time, has now apparently settled in Greece. No wonder, given the pseudo-summer here. The agency ATTP Athens came up with a new idea in a campaign for Eureka Easy Iron. Even if the principle works a little differently, the phrases are still a turnaround.

The question remains as to what the campaign is supposed to say. Is the man first angry with his wife and then soothed by her ironing skills? Is someone in wrinkled clothes being sent packing - but showered with kindness in spray-ironed clothes? Are unironed T-shirts evil and ironed ones lovely? Or is ironing without spray so annoying that you only find energy for affection again with Eurea Easy Iron? Or or or. You never need to be ashamed if you don't clearly understand an advertising message. Because then it's not worth understanding.

But reinventing the advertising wheel every time is probably also difficult. Most ideas reappear sooner or later. Sometimes in a more, sometimes in a less modified form. So the current Swisscom TV 2.0 campaign by Heimat Berlin It seems surprisingly familiar when you look at the Sky TV (2009) and Orange TV (2010) commercials (see below). And the idea even made it into print advertising in 2013. In Mexico. Creativity seems to know no bounds. Even if it is definitely not always limitless.

Thomas Häusermann