The skip button on YouTube offers a lot of potential for advertisers. The five seconds that users are forced to watch advertising must be enough to "grab" them. Or at least to place the relevant message. It is surprising that YouTube-optimized commercials are still rarely produced. With normal TV commercials, which are often broadcast on YouTube, you usually don't even know what the advertised product is after five seconds, let alone what it's called. So it's all the better when the creative industry takes on the skip button from time to time.

To demonstrate how fast the (then) new Peugeot 308 GTI is, DDB Spain beat the five seconds by far: the spot took two seconds to grab the attention of every viewer - too fast to skip ("Last but not least", 28.4.2013). So far, The Martin Agency has undoubtedly produced the king of skip campaigns for car insurer Geico: "Unskippable". The dog commercial - in March in "Last but not least" The commercial was presented a few months later and won the Grand Prix in Cannes. The luxury solution: make the commercial so good that the viewer doesn't even want to skip it. And somehow can't either.

Variant three has now been launched in Singapore. The agency Kinetic (beautiful website) lets the viewer compete in a duel against the fast new Mini Cooper Works. Reaction is required to press the button as quickly as possible after the five seconds have elapsed. What other advertisers fear becomes a deliberate game and fun here. It's not as good as the dog - but it's still better than 99 percent of the commercials ever broadcast on YouTube. (hae)
 

With numerous expert tips, photo documentation and practical tracking options, Medela, as one of the leading providers of breast pumps, offers young parents the best possible overview. To promote the MyMedela app in various international markets, TBWA\Zürich was commissioned with the strategic planning and realization of the campaign. The campaign focuses on parents' changing view of the world. Under the motto "When your baby becomes the big topic", an everyday walk through the city becomes a personal discovery tour.

The MyMedela app, which won the "Best of Swiss App" award in the User Experience category, is being launched in special interest media. The campaign is currently being launched in Switzerland, Germany, Italy, Spain, Portugal and, from 2016, also in the UK, Australia, Canada and Benelux with a film, key visuals and online advertising.

Responsible at Medela: Christian Aepli (Head of Marcom & MKOPS), Karl-Udo Rehm (Marketing Communications Manager). Responsible at TBWA\Zurich: Matthias Kiess (CEO), Simon Rehsche, Jasmine Segginger (Strategy), Cyrill Wirz, Bruce Roberts (CD), Tizian Walti, Wanda Michel, Sara Steinmann, Marek Zdarsky (Creation), Seda Sirin, Marisa Columberg, Marina Cantafio (Consulting). Film production: Pumpkin Film: Alexandra Fisher (Director), Lamar Hawkins (Producer), Bransch Europe, Achim Lippoth, (Photo).
 

The Swiss vacation airline is expanding its fleet over the next few years. Three Airbus A340s, an A330 and an A320 will be added by 2018. Edelweiss took these new acquisitions and its 20th anniversary as an opportunity to work with Process to revise and optimize its aircraft lettering. The new design is deliberately a further development and not a revolution. Brand elements such as the red nose - which has cult status among aircraft enthusiasts - and the Edelweiss flower on the tail fin are accentuated and reinterpreted. The latter is significantly larger. A new feature is the addition of "Switzerland" below the "Edelweiss" lettering. Like the alpine flower, it underscores the airline's origins and the values associated with Switzerland, such as reliability, authenticity and familiarity.

The Morning After

For Tine's "Jarlsberg" cheese, the Norwegian agency Try created a spot that internalizes: Signs of fundamental differences show up in partnerships early on and in the smallest details. So let him who commits himself forever be tested. "The Morning after" won bronze in the "Food" category.

Ghost

The famous pottery scene from the 1990 cult film "Ghost - Message from Sam" was reinterpreted by the Italian agency STV DDB on behalf of Mediaset Premium. Almost Champions League level - and rewarded with silver in the "Media" category. 

Our Song

The 80s classic "Dirty Dancing" experienced its second major love movie revival thanks to the Leo Burnett Chicago agency for United Healthcare's Virtual Doctor Visits. There was something about that one scene... The film won gold in the "Health, Beauty, Cosmetics & Toiletries" category.   

Little Beasts

With Ziploc products - freezer bags, storage and freshness systems, etc. - parents are equipped for everyday life. Even if the children are not always easy to handle. The American agency Energy BBDO replaced the "little beasts" with animals. This earned it gold in the "Household Maintenance" category for its "Late for School" spot. But "Potty Training" is in no way inferior to it.

Open Days

Volkswagens have long since ceased to be Volkswagens. They were once developed to enable every citizen to own a car. Today, they are priced in the upper (and therefore expensive) mid-range. But beware: they are not as expensive as you might think. Communicated by DDB Paris with the "Notary" spot in the "Open Days" campaign. Bronze in the "Automobiles" category.

Dog Stretching

The golden Epica pyramid also goes to France in this category - to the Les Gaulois agency. Even on behalf of a French client: Citroën. Its C3 e-HDI model is apparently so economical that refueling stops are becoming a rarity. So anyone who wants to stretch their legs now and then on long trips should keep this fact in mind.

Psychologist

Leo Burnett Argentina shows what it would be like if psychologists were cut from the same cloth as car mechanics. Fortunately, the mechanics at Car One are not. The gold award in the category "Automotive Services & Accessoiries" goes to Argentina.

Watching TV is important

TBWA Stockholm chooses a rather refreshing, unused - and absurd approach to promote Canal Digital's satellite TV offering. This is rewarded with gold by the jury in the "Media" category (see "Ghost" above). We should all watch more TV again.

Time to play #CatVsMouse

Mars/Temptations Cat Treats has developed a toy that the cats first have to "punch" to release food: "Snacky Mouse. For the spot, AdamandeveDDB puts boxing gloves on the pussycats and lets them punch opponents of all kinds in Rocky style. The cat and GIF charm is hard to resist. The spot won bronze in the "Food" category at the Epica Awards.

Just keep drinking

To conclude the first part, the best rated campaign by the jury in the "Non-Alcoholic Drinks" category. Gold goes to the agency Zulu Alpha Kilo Toronto for the Nestea campaign "Just keep drinking". 

Thomas Häusermann

This should evoke memories of their first winter. After all, who knows the magical season best if not people who have already experienced it 100 times, 96 times or even 101 times?

In an emotional film we see how the oldest residents of the canton are presented with the special gift: Snow from their first winter. Snow that fell in the year of their birth. On the one hand, to thank them for having helped shape the Valais during their lifetime and, on the other hand, to share their memories of that time. To carry them on.

Valais/Wallis Promotion is not only interested in the memories of the oldest people in Valais, but also in the experienced moments of everyone who enjoys the most beautiful time of the year. Therefore, winter stories can be shared under #meinWinterimWallis and the best contributions will win a 3-day stay in Valais.

Responsible at Valais/Wallis Promotion: Damian Constantin (Director), Eric Piguet (Head of Marketing & Communication), Madeleine Savioz (Communication & Digital). Responsible agency: Contexta. Production: Stories; directed by Sean Fee. Media: Mediaplus.
 

The bar owner is accused by the public prosecutor's office in Uri of shooting a guest and setting a hitman on his wife at the time. The guest was unharmed, the wife was seriously injured. The "Rundschau" had reported several times on the proceedings, which were not without their hitches. The High Court demanded that the editors of the program hand over all the documents they had on the guest and the legally convicted contract shooter. It justified the demand by stating that it needed to obtain as complete a picture as possible of the facts of the case during the ongoing deliberations on the verdict.

SRF refuses to hand over the documents. The high court's demand violates the constitutionally guaranteed editorial secrecy. The documents are not necessary for the court to establish the truth. The "Rundschau" is not there to complete neglected investigations. It was left to the court authorities to question suspects and request files through official channels. The high court's request contradicts SRF's constitutional, legal and licensing mandate. The High Court of Uri had not yet received an official submission from SRF by Tuesday, as a court spokeswoman said on request. However, the court has taken note of the media release and is incorporating it into its deliberations, the spokesperson said.

In October, during the hearing before the High Court, the "Rundschau" newspaper revealed that the guest who was allegedly shot by the bar owner had since died in France. The guest, who should have been questioned again as an important witness, was officially untraceable for the Uri judiciary. The defense lawyer accused the public prosecutor's office of using possibly unlawful means to prevent the witness from being questioned again.

The "Rundschau" also broadcast an interview with the man who was convicted of being a contract shooter. In the interview, he said that the bar owner was innocent and the victim of a conspiracy and that a third man had shot the woman. The name of the third man was not made public in the report. (SDA)

Behind the online encyclopedia Wikipedia is the Wikimedia Foundation, a non-profit foundation based in the USA. It also operates numerous other platforms such as Wiktionary (dictionary), Wikiquote (collection of quotations), Wikibooks (learning tools), Wikinews (news) or Wikivoyage (travel guides). The work of the Wikimedia Foundation is supported by numerous national organizations; in Switzerland this is "Wikimedia CH - Verein zur Förderung Freien Wissens".

With a comprehensive relaunch, Futurecom has created a contemporary Web presence for Wikimedia CH created. The four-language, mobile-compatible website is of course based on open source technology (WordPress CMS). It presents the versatile offer of the association for individuals (e.g. Wikipedia authors) as well as for institutions (e.g. museums, libraries, archives, educational institutions). An extensive event calendar shows, for example, where and when Wikipedia workshops are taking place. Those who would like to support Wikimedia CH's work financially can do so online via credit card or PostFinance Card thanks to an integrated e-payment solution.

Responsible at Wikimedia CH: Stéphane Coillet-Matillon (Member of the Board), Muriel Staub (Community Liaison Eastern Switzerland & Outreach), Manuel Schneider (IT). Responsible at Futurecom (Member of Y&R Group Switzerland): Martin Sauter (consulting, concept), Thomas Engeli, Thomas Bosson (creation), Marcel Lüscher (development).
 

Highly fashionable women present cheese graters, fondue sets and teapots as elegantly as they usually present their handbags. A well-dressed man with a wooden board in the style of a chic portfolio under his arm rounds off the first series of motifs. With the new campaign, Ruf Lanz is positioning the Sibler articles in a stylish way as "must-haves for the household". The first four subjects - the winter collection, so to speak - can be seen as public transport advertising, posters, banners, postcards and POS posters. Numerous other seasonal motifs will follow in the coming year.

Responsible at Sibler: Manuel Wiesendanger (Managing Director), Livia Wiesendanger (Project Manager). Responsible at Ruf Lanz: Danielle Lanz, Markus Ruf (Creative Direction), Isabelle Hauser, Grit Wolany (Art Direction), Markus Ruf (Text), Dave Schellenberg (Graphics), Tanja Felix, Anita Roth (Consulting). Photography: Diego Alborghetti. Representation/Producer: DS Photographers/Danielle Stutz. Image processing: Aschmann Klauser, lithograph: RTK.

While previous campaigns focused primarily on the use of computers, this year's campaign concentrates on modern electronic means of communication such as smartphones and tablets. The focus of the new campaign is on parents, who are to be mobilized to take an interest in their children's use of new electronic media. Children who are always and everywhere online via smartphones and tablets from a very early age and are not aware of the dangers. Parents should be made aware that the internet can be frightening for children without parental support. So even childhood "heroes" who normally promise protection are frightened by the scary reality of the internet.

Havas Worldwide Genève realized the campaign in collaboration with Mécanique Générale, a Paris-based studio for 3D productions and animations. Film, online banners and various print subjects were used.

Responsible at Havas Worldwide Genève: Delphine Saulnier (consulting); Gabriel Mauron (creative direction); Pierre-Olivier Gardello, Simeon Brandner (art direction); Thibaud Genevois (copywriter); Alexis Mouthon (strategic planning); Super Production (art buying). Production and post-production: Mécanique Générale. Photolithography: Scan Graphic. Sound design: Shazam. Media: Mediatonic, Geneva.

Welovecycling.com is a portal all about bicycles. From Skoda. Bicycles seem to be quite important to the Czech car brand. In Switzerland, for example, it operates the realized by The House Platform Velo.skoda.ch. Two days ago, the European Bike Theft Championship 2015 was published. The theft strongholds of Prague, Amsterdam and Rome compete against each other: An expensive bike is set out as bait and the time is stopped. The poor thieves actually look pretty authentic - which is not necessarily usual for such viral stunts. Perhaps the unwanted attention will teach them a lesson. And otherwise there will be another opportunity in 2016 to prove yourself as a particularly brazen bike thief and bring home the European Championship title. (hae)

Speaking of schadenfreude: This somewhat less sensitive but no less entertaining new video from Brazil shows how you can also teach unteachable bike thieves a lesson:
 

The social importance of culture has risen sharply in recent years. However, this development has been neglected in most media, WOZ announced on Tuesday. Due to the solid business performance and increased subscriptions, the newspaper is therefore launching a culture offensive - "against the prevailing trend. Starting with the next issue, the culture/knowledge section will have "more space for trenchant essays and elaborate research". With portraits of artists and current reviews, the reporting will continue to "keep its finger on the pulse of the cultural scenes," it says. (SDA)

Association head Frank Überall said that he had never imagined having to be afraid when practising his profession: "I only knew that from authoritarian regimes." In the past, journalists were shouted at and mobbed at right-wing extremist marches, Überall said on Deutschlandradio Kultur on Tuesday. "Now it really is the case that the microphone is knocked out of your hand, that the camera is blinded, that a colleague is pushed into a doorway and spat at."

According to the DJV chairman, attacks and death threats from right-wing extremists have already led to some journalists no longer wanting to work in this field: "That's a great pity, because we need many colleagues who collect facts, who check facts, even in the right-wing extremist scene, who explain and classify them."

Overall, he has the impression that citizens have become more alert and critical of journalistic work, said Überall: "Not everyone who shouts 'lying press' is automatically right-wing extremist," said the DJV chairman. There are certainly people who "no longer feel represented" by the media. (SDA)

Teaser image: Screenshot Youtube.com