Last but not least: Lölis under Attack
The next campaign targeted by the guardians of decency and morality: Media Markt is no longer allowed to display the Lölis in all their glory.
Some love them, others - and this is without question the larger group - hate them: The Lölis. Media Markt Switzerland's new figureheads were not only welcomed with open arms in Switzerland after being unleashed on the unsuspecting Swiss nation by the Viennese agency Demner, Merlicek & Bergmann (Werbewoche.ch reported).
//www.youtube.com/watch?v=469FEJapIOU
A first stumbling block in Ticino: There the family was called Baluba. The Baluba are - when they are not titling a Media Markt family - an ethnic group in Central Africa. A another case of discriminatory advertising. At least some viewers were sure of that. Consequences: RSI tipped the spot from the program, Media Markt apologized. And: The Balubas are now called Babbeo.
As if that wasn't bad enough, the family - which has quite a few supporters behind closed doors - has now also come into the crosshairs of the guardians of public morals in German-speaking Switzerland: Son Reto masturbates under the covers in the first commercial. The target of desire: a pixel porn of the more rudimentary variety.
A furtive laugh for many - a nuisance for 20 minutes-reader Sandra S., who unsuspectingly wanted to watch TV with her godfather at 7 p.m. and suddenly found herself confronted with unintentionally delicate questions. "Is it still going on?" she asks. No, it's no longer on: Media Markt bans the short spot "Sohn Reto" from the program - and pushes the spot with the whole family (see video above) back in time. No longer running at Media Markt.
And now the industry mouthpiece Frank Bodin is taking it on the chin, calling the scene in question a "Löli idea" on 20min.ch. Personally, he would not have chosen this means of sexual provocation for Mediamarkt, because the topic is neither in line with the brand nor with the communication idea. That is understandable. But at least, thanks to Reto, 20 Minuten and Blick, Media Markt has forced itself back into the public spotlight. That would have been difficult in the long run with "Das muesi grad am Urs verzelle" and "Ich bi doch nid blöd".
Thomas Häusermann
