Muse & Musse Manuel Da Costa What was the last cultural event you attended?
Manuel Da Costa: The inauguration of the Aarau market hall - as a board member of the Aarau Tourist Office.
What are you reading right now?
Da Costa: "What keeps couples together?" by Jürg Willi. For the second time.
What CD are you currently listening to?
Da Costa: In the car with the kids Mungo Jerry or Shakira, Eminem through the doors of the children's room.
Which movie would you most like to see again?
Da Costa: A movie with Dustin Hoffmann.
What TV show did you fall asleep during the other night?
Da Costa: All after 11 p.m., but not on SF 1.
What is your latest discovery on the Internet?
Da Costa: The Internet is busy at home and there's not much time to surf at the office.
What could you never do without?
Da Costa: To a Choco Petit Beurre from Wernli.
What do you do in a free minute?
Da Costa: Thinking about what still needs to be done.
Love is ...?
Da Costa: ... a combination of trust, appreciation and sharing.

By Beat FritschWhat does an 85-year-old travesty artist look like? Have you ever wondered how Elvis would sing today? Do you think the Rolling Stones would still be on stage in 20 years' time? - The Young@Heart Choir's spectacle "Road to Heaven" anticipated the answers to these questions. What was going on there - you would have thought you were in the wrong movie or even on a drug trip gone wrong if you hadn't known better. The Tages-Anzeiger invited guests to the exclusive theater spectacle premiere in the Werfthalle one day before the official opening, and traditionally very extravagant fare is served. Like this year's [email protected] The idea for this troupe was born in an old people's home in - where else? - America. The youngest of the performers is 68, the oldest 94. The show began in all-American style: a couple of old Texas cowboys in their original outfits sang "Rawhide", the theme song from a western series from the 1950s. Then it was time for the oldies to go home. The stage setting was transformed into an old people's home with a reception, nurses and a four-man combo. However, the inmates got straight back into the swing of things and drew on the full range of their repertoire. The Beatles, The Rolling Stones and Elvis - you would have expected that after the initial surprise effect. But the old guys went one better and one better. When they came up with interpretations of Devo and the Talking Heads, the audience would have started dancing if there had been enough room.
The guests went through a rollercoaster of emotions, the show was an emotional all-round blow with the really big hammer. From absolutely tear-jerking interludes - even hard-boiled advertisers pulled out their handkerchiefs - to songs to clap along to, all the ingredients of an absolutely perfect performance were there. Suddenly, the lyrics began to take on a completely different meaning: for example, during the intonation of "Forever young", which was also the leitmotif of the stage show. Or when the wild mob from the old people's home belted out their "I can't get no satisfaction" to the audience. When they danced to "Staying alive", albeit with slightly rusty moves. And when an old man in a wheelchair performed "Every breath you take, every move you make". The definitive hammer blow then came with "Stairway to heaven" in a version that would have done Led Zeppelin proud.
Quintessence: The Young@ Heart Chorus proved in the most impressive way that you are exactly as old as you feel. And made you think: Every visitor is likely to have taken some very personal thoughts and feelings home with them. In any case, it had never been so quiet as the visitors made their way towards the Theater Spektakel's tent city and pub landscape for a late-night snack.
After a few missteps, all visitors agreed that the organizers of this year's Tages-Anzeiger preview not only hit the bull's eye, but also the heart. However, the mood soon changed from thoughtful to cheerful again thanks to all the delicious food served from the buffet and barbecue. And when the Young@Heart stars also arrived later for dinner, there was another loud and prolonged standing ovation.
"Marchel Barbecue" was the name of the game on Sunday at the "Giardino Verde". The biggest family event in the advertising industry took place in the tropical garden in the direction of Reppischtal - Markus Marchel's barbecue. It has always been held in the past: Children welcome, but for the first time the BBQ took place on a Sunday and started at midday. Normally, advertisers accompanied by their kids have to leave an event after an hour or two because the kids won't shut up. Not so at Marchel. Rarely have parents stayed seated for so long, because the children were almost better looked after than the adults. Marchel's nursery outshone everything that had gone before: professional childcare, a trampoline tent, clowns, games of all kinds - all made of wood, no Gameboys - lots of space to romp around and a painting, make-up and tattoo studio. "Just henna of course, it'll go away in three weeks," the artist reassured the parents. And so soon little and bigger Fischlins, Hallers, Küngs, Marchels, Müllers, Stuckerts, Sutters and all their other names were scurrying in and around the "Giardino Verde" in all their colors. All guests with offspring will have to come back to the Marchel BBQ next year, for better or worse - otherwise the house could get into trouble.
As Marchel, formerly advertising manager at the Beobachter, now performs this function at Hotellerie Suisse, the sponsorship could be placed on a much broader gastronomic basis. So the adults also got their money's worth. One or two people did miss the lamb gigot marinated according to the original Marchel recipe from earlier times. However, the invited barbecue world champion Andreas Arbter conjured up so many different types of meat and other barbecue specialties from his three Cactus Jack grills (the ones that look like locomotives) that nothing was left to be desired. And extensive buffets ranging from A for aperitif to K for cheese and S for salad to Z for dessert delighted all the guests who had gathered to feast and chat. Saxophonist Roland Graf and singer Eve Kay once again provided the perfect accompaniment. Conclusion: the eleventh Marchel BBQ was a five-star event. And for all those who missed it; there will certainly be a twelfth.
Beat Fritsch

went on an Indiana Jones safari in the "Giardino Verde". You certainly feel like a hero from Steven Spielberg's films when you enter the gardens in Uitikon-Waldegg. This year, the Marchel barbecue took place in the tropical surroundings of the "Giardino" (page 20). On the Wednesday before, the Tages-Anzeiger hosted the traditional premiere of the Zürcher Theater Spektakel, preceded by a boat trip, in beautiful Lake Zurich weather (page 18).
We locate who is meeting in the communications scene at the various events and parties in the industry. Do you already have something exciting to report? Pick up the phone (01
296 97 98) or into the keyboard ([email protected]). For event tips as well as further shortlist images: www. werbewoche.ch

Danniel’s hair salon is one of Zurich’s top destinations. For 22 years, this salon on Limmatquai has been styling the city’s elite. Yet until now, there has been no traditional advertising for his salon—word of mouth alone has led to waiting lists stretching for weeks. Nevertheless, the creative barber has now made an original statement. With «Cards for free» and A3 fly posters throughout downtown Zurich, Danniel shows that no hair is safe from his scissors. Two subjects—a paintbrush and a toothbrush—didn’t get off scot-free at Wirz Werbung. Creative Director Matthias Freuler held up the mirror. Art Directors David Dudler and Alan Castioni worked in the gel. Finally, copywriter Roy Spring swept up the hair on the floor with the tagline «We make more out of hair.» A list against mass pitches. The Swiss Association of Advertising and Communication Agencies (BSW) notes that, in recent times, clients have repeatedly invited agencies to competitive presentations with up to twelve participants and minimal compensation. To counter this unfortunate trend, the BSW is now introducing a “pitch list.” Going forward, BSW members will report to the secretariat any competitive presentations to which they are invited. The information will be treated as strictly confidential. The BSW executive director will review the number of participating agencies and, if necessary, the terms of the presentation. If it appears that a reasonable limit has been exceeded, the agencies will be informed and possible consequences discussed.
Sternen Instead of Kronenhalle. In times of a smoldering recession, this renovation comes at just the right time: The «Vorderer Sternen» restaurant in Zurich underwent a gentle renovation on the upper floor this summer. Now the restaurant has a slightly more sophisticated look, without losing any of its simple, cozy charm. This makes the little spot around the corner the ideal alternative to the «Kronenhalle» for ad execs constantly pitching ideas or opera-goers who’ve taken a financial hit on the stock market. The fact that DDB Zurich visualized the reopening of the «Sternen» with a battered champagne glass is not meant to hint at impending opera house riots, but could be a reference to Bartoli, who—with her powerful soprano—is said to have even made the glass at the nearby «Sternen.».
Zehnder Terminates Contracts with «P.» The Zehnder printing company in Wil, SG, which publishes a total of 22 newspapers and free papers, has terminated all commission contracts with Publicitas. The reason for this is the obstacles that «P» Winterthur had placed in the way of Zehnder’s planned free publication, the Winterthurer Nachrichten, by reserving the corresponding web addresses. Although Jean-Pierre Mosimann, director of «P» Winterthur, apologized to him, Rolf-Peter Zehnder said when asked, the publisher does not take the apology very seriously. «He just got a slap on the wrist from above for his childish antics,» he said. One thing is certain: Zehnder will launch the *Winterthurer Zeitung* on September 19, with nearly the entire staff of the *Winterthurer Woche* (WW 28/02)—which was acquired by Ziegler Druck and Publicitas and subsequently shut down—and definitely from its office space as well.
Name sponsorship. The emmen-, which was founded in 1984 from the school sports program and the women's gymnastics club—
After many athletic successes, the Oberdiessbach volleyball club is introducing something new: Starting with the upcoming 2002–2003 season, it will become the first regional club in Swiss volleyball history to introduce name sponsorship and will officially be known as «Volley Fruitcake (Oberdiessbach/Emmental).» According to the sponsoring advertising agency Fruitcake, this is undoubtedly the most effective way for sports clubs to raise funds. The partnership came about because the agency’s founder and creative director, Lahor Jakrlin, also serves on the board of the Bern volleyball club. The sponsorship is guaranteed for three years to start with.
PiAr Focuses on Core Competencies. The Zurich-based PR agency PiAr plans to limit its activities to its core competencies going forward. According to a press release, these include strategic consulting for executives, life sciences, financial services, media and political consulting, as well as the management of business and industry organizations. These areas stem from the areas of expertise of the partners involved. The remaining business units will be phased out. At the same time, the team size will be reduced from 20 to 17 employees, or 14 full-time positions. Nevertheless, PiAr plans to open a Bern branch in the spring of 2003.
Velvet designs an anniversary book for Sedel. It took more than 21 years for the Lucerne cultural center Sedel and its remarkable origins to be documented in a book. When, in the wake of the Zurich youth riots of the 1980s, the situation in Lucerne also threatened to escalate, the city yielded to pressure from the alternative scene, which demanded a cultural center for itself in the former prison. Intended as a pilot project, Sedel has now been in existence for 21 years. The newly published anniversary book «Sedel 1981–2001,» conceived by the Lucerne-based agency Velvet, looks back on this history. The illustrated book was inspired by two former activists. The images come from private archives, and the texts were written by Sedel musicians and regulars. The retrospective is complemented by an included CD featuring the Sedel sound of those years.
Correction. The article «Insolvency Proceedings Initiated Against White Lion» in WerbeWoche 28/02 mentions a subsidiary of the Krefeld-based agency in Zurich that is reportedly not affected by the insolvency. No such subsidiary exists. The former White Lion Zurich rebranded itself as O2 this spring and separated from the network.
Master and servant. Was it just a random direction from the photographer, or is it, in the end, an image rich in symbolism? The General Association of Communications Agencies (GWA) is currently running a series of image campaigns for its members in the German press. Each ad features an agency head alongside a client, together with the client’s product. Jean-Remy von Matt was photographed with car rental executive Regine Sixt, accompanied by the tagline «Together for eleven years.» Now, a new ad in *Der Spiegel* features Joachim Schmidt of Mercedes-Benz and André Kemper of Springer & Jacoby. What stands out about the composition: the Mercedes executive is standing, while the advertising executive is kneeling. «Together for 13 years,» reads the conciliatory headline. Reading between the lines, one might also infer from this image that, in the industry, up to a dozen agencies are now being brought to their knees by a single pitch, and advertising organizations are already speaking of «abusive competitive presentations.».

In Lausanne and Geneva, the French private broadcaster M6 will remain off the airBy Anita Vaucher The M6 advertising window will continue to be marketed in French-speaking Switzerland, even if the cable network operators in Geneva and Lausanne do not switch on the channel. The court's rejection of the complaint by Télévision Suisse Romande (TSR) in Fribourg strengthens IP Multimedia and M6.
The figures recently published by the French-speaking Swiss Sunday press make it clear: the much-discussed Swiss advertising window of the French private TV station M6, which was vehemently opposed by TSR director Gilles Marchand, is still a long way from giving the previously intimidated competition a run for its money. In the first half of 2002, M6 recorded advertising revenues of just 1.6 million Swiss francs, compared to 54 million Swiss francs for TSR in the same period. At the time, Gilles Marchand estimated the loss for his television station at between 10 and 12 million francs if the advertising window was broadcast throughout French-speaking Switzerland.
Today, however, only a third of households in French-speaking Switzerland receive the specifically Swiss M6 advertising blocks. Residents in the main catchment areas of Geneva and Lausanne still do not see these advertisements, and this is likely to remain the case in the future. Regardless of the fact that a Fribourg court has dismissed the lawsuit filed by TSR to close the M6 advertising window.
No matter how much Michi Frank, Director of IP Multimedia Switzerland, points out that when the RTL advertising window was introduced in German-speaking Switzerland, Basel and Zug waited over a year before broadcasting it. The clocks tick differently in French-speaking Switzerland.
Michi Frank also admits that he underestimated the chummy connections between French-speaking Swiss television and politics. In contrast to German-speaking Switzerland, where many politicians are rather critical of SF DRS, politicians in French-speaking Switzerland are loyal to their television. Seen in this light, the negative decision of the cable network operators in Geneva and Lausanne is understandable, as the political municipalities there have a stake in the cable networks.
Nevertheless, Frank is reasonably confident about the future. After all, M6 was already able to celebrate a small triumph in June when the first instance of the Fribourg court dismissed an appeal by TSR. The latter had demanded the temporary closure of M6's advertising window (WW 27/02). "Of course it would be economically more interesting to have the two cities of Geneva and Lausanne in the marketing concept," Frank admits to WerbeWoche. After all, it is IPM's declared aim to break through monopolies and not to launch supplementary offers.
TSR could benefit from increased spot production
Frank is by no means thinking of giving up. The M6 advertising window will continue to be marketed in French-speaking Switzerland, and negotiations with Geneva and Lausanne will continue. On the other hand, he denies rumors that M6 in Switzerland
will create its own M6 Suisse channel. In the fall
IP Multimedia will publish a study. It will show how much advertising money flows into TV advertising and where.
After the summer vacations, Frank also wants to organize an event for the media in French-speaking Switzerland. He hopes that this will counteract the one-sided reporting in connection with the launch of the advertising window at the beginning of the year. Journalists from the print media in French-speaking Switzerland have so far done their best not to highlight the interests of advertising clients.
They are desperately looking for alternatives to the TSR programs in order to appeal to a younger target audience. In addition, the prime-time advertising blocks on French-speaking Swiss television are hopelessly booked up. According to media consultant Charly Schwarz, TSR is ultimately cutting its own throat with its opposition to the M6 advertising window. For advertising clients, spot production for a single channel is often not worthwhile. However, if several alternatives were available, there would be more spot productions, from which French-speaking Swiss television could ultimately also benefit.
Perhaps TSR's resistance is merely a pretext to divert attention from the real threat to the public broadcaster. TF 1, TSR's biggest competitor, which is kept in check with joint productions and mutual program exchanges, could also be tempted to open a Swiss advertising window - if M6 is successful.

The artist duo Com & Com wanted to turn a video clip and its marketing into a complete work of art, with the help of top creative minds from the advertising industry. The visual realization of the Com & Com song "Side by Side" provoked the spot specialists Ernst Wirz and Stefan Fraefel to a special kind of assignment. Several internationally legendary clips were parodied in a short film. The box would almost have cost a million francs had it not been for the ambitious rather than stingy drive of the advertisers. The result is a clip that need not fear comparison with Hollywood. page 7

The travel provider Kuoni has decided to work with Spillmann Felser Leo Burnett (SFLB) in future.account news Kuoni and Helvetic Tours to SFLB The young advertising agency will be responsible for both the Kuoni brand and its subsidiary Helvetic Tours from the beginning of 2003. The account is currently being managed by Advico Young & Rubicam (AY&R). However, most of the leading minds behind the multi-award-winning Kuoni campaign have moved from AY&R to SFLB. CEO Peter Felser was not yet able to tell WerbeWoche whether the new agency's campaign will be based on the concept of the old one. Kuoni has only made a decision in principle and details will be discussed later. The travel group suffered a decline in sales of 15.8 % in the first half of 2002.
Trimarca advises Haus Paradies The four-star hotel Haus Paradies in Ftan GR is now being advised by Trimarca. Following a preliminary presentation, the Chur-based communications agency was commissioned to create a communications concept and a facelift of the corporate design. Trimarca will also be active in the area of product development. There are plans to expand the wellness and suite area at Haus Paradies.

A new English-language monthly magazine for expatriatesThe Swiss International Magazine, Violet, is to be published in English for the first time at the end of this year. The editors also publish the online newspaper largeur .com, which has 600,000 page views per month, as Gabriel Sigrist explained to WerbeWoche. He and Pierre Grosjean expect a circulation of 35,000 to 40,000 copies for Violet. The magazine will mainly be sold via subscriptions. The aim is to reach 20,000 subscribers, adds Sigrist. However, Violet will also be available at newsstands and distributed via embassies, Anglo-French clubs and employees of multinational companies based in Switzerland. These will be contacted with targeted mailings, the co-publisher continues.
The predecessor failed due to its positioning
Violet's predecessor, the Geneva Post, had little luck. Launched in 1994 by Geneva lawyer Jacques Werner as a daily newspaper, it had to be converted into a weekly shortly after its launch. Just two years later, the paper's definitive end came.
At the time, media planners accused the product and its creators of being poorly positioned and the advertising rates far too high. But publisher Werner didn't want to hear the voices of the media specialists at the time. You don't need the blessing of these people to make a newspaper, he told WerbeWoche at the time.
Expatriates are increasingly interested in the host country
Violet, however, is viewed far more positively by media specialists. An English-language magazine for the more than one million people in Switzerland who speak English every day makes perfect sense. Advertising clients today increasingly want a broad and multi-layered media offering than they did six or ten years ago. The monthly magazine Violet with a national spread is therefore a welcome additional offering for national and international advertising clients.
However, reasonable advertising rates and a high editorial standard are prerequisites for the magazine's success. The behavior of Anglo expatriates has also changed. They are increasingly interested in what is happening in their host country, according to the media specialists.
This is also confirmed by Gabriel Sigrist, co-founder of Violet. Anyone who wants to have a competent say in their company, but also in their circle of friends, is increasingly obliged to deal with the environment, he says. Sigrist also sees significant differences compared to the predecessor project Geneva Post. In addition to national distribution, the monthly magazine will be accompanied by an online presence. This will make it possible to respond to current events and strengthen the service character. A great deal of importance is attached to this in Violet.
First Violet was a working title, now it will definitely be
English-speaking journalists who write as correspondents for foreign magazines in Switzerland are to ensure a high standard in the editorial section. They are obviously keen to get a job at Violet. Gabriel Sigrist confirms to WerbeWoche that he has already received numerous interesting applications.
The aim is to report on areas of interest to the international community. In addition to the editorial office in Geneva, an editorial and sales office is also planned in Zurich. The exact publication date of the first issue of Violet has not yet been set, but Sigrist and Grosjean expect it to be in December.
The name Violet was initially just a working title for the project, says Sigrist. But because violet is the color of the future and the name appealed to him, the magazine has now definitely been christened Violet. Le Nouveau Quotidien, which has since been merged, had already used the color of the future in its layout.
Anita Vaucher

In the new Zurich city magazine Lift, the scene mainly celebrates itselfBy Oliver Classen It comes from the trendy "Chreis Chaib" and is dedicated to the three magic Cs: culture, communication and art. This mix of urbanity should prevent the new, service-oriented scene magazine Lift from getting stuck in the waste paper pile.
After Basel, Lucerne, St.Gallen and Aarau, Downtown Switzerland now also has its "regional cultural magazine". Or rather, it should have. Project manager and journalist Markus "Punky" Kenner says that the financing of the A4-format magazine, which is designed as an information and opinion platform, is not yet fully secured.
In order to encourage further patrons and sponsors, but also "to sound out the reader response", the busy
The former DRS 3 music editor has produced a 66-page sample issue together with a whole armada of friends and acquaintances. From 2003, Lift, which is published by the independent Panorama Produktion association, will appear ten times a year with a print run of 11,000 copies.
The editorial responsibility for the unpretentious but attractively designed magazine lies with AZ journalist Gabriela Schenker, who also penned the cover story about "Die Kanzleistrasse". This is not only the home of WerbeWoche, but now also Lift. Reason enough for the paper, which until now has been supported by start-up aid (Migros Culture Percentage, the Presidential Department of the City of Zurich and other donors), volunteers and (this time 14 paid) advertising pages, to devote an eight-page report with all kinds of local celebrities to this central axis of Kultkreis 4.
Cooperation with sister publications advisable
In addition to such shallow navel-gazing, some cultural criticism and columns, there are also three small media stories in the zero issue, which is available free of charge in trendy bars and stores. In the one about Zurich as a publishing location, the author urges us to be less autistic and more compulsively modest - an attitude that would also suit the somewhat self-involved elevator designers.
The declared aim of Kenner and his associates is for their "network project", which includes an attractive and functional website (www.liftonline.ch) in addition to the print product, to become self-sustaining "within two years". One means to this end could be participation in the "Medienpool Kultur", which the Basler Programmzeitung, the Luzerner Kulturmagazin and the St.Galler Saiten launched last November. The only argument against Lift as the fourth wheel on the wagon of the Swiss-German culture magazines could be the concerns of the sister papers that the Zurich latecomer alone weighs in at more than half as much as the previous trio combined (accumulated circulation 21,000 copies).
For the time being, however, the new neighbors from Kanzleistrasse are hoping for constructive criticism from the public and the industry. The latter is likely to come primarily from the left-wing alternative Zurich competition. After all, Lift ultimately lives from the same advertiser base as the (red) FabrikZeitung, the SP organ PS or the WoZ. Who knows, perhaps there is still undiscovered pool potential slumbering here.

Wirz + Fraefel produced Switzerland's most elaborate video clip to date for Com & ComBy Andreas Panzeri Four world-famous clips are quoted and parodied in the music video "Side by Side" by the artist duo Com & Com. The almost million-dollar production was realized by the spot specialists Wirz + Fraefel. Of course at a special price - to show that top videos can be made in Switzerland just as well as in faraway Hollywood.
In the Expo.02 year, the artist duo Com & Com presents Schiller's "Wilhelm Tell" as a multimedia pop musical with live music, comedy, dance and videos. The premiere of this show took place last weekend at the Stadttheater Luzern. A key role in the production is played by the video "Side by Side". This most elaborate music clip ever produced in Switzerland was realized as a goodwill campaign by the spot specialists Ernst Wirz and Stefan Fraefel. It was shot for four days on 35mm at Studio Maur. The technical and artistic effort involved is by no means worthy of comparison with clips produced in Hollywood.
The single for this clip is to be distributed nationally and internationally by a major. The aim is to get the song, which also uses elements of the Swiss national anthem in its melody and alienates them, as high as possible in the Swiss hit parade in the ex-po.02 year. To this end, Com & Com has entered into an intensive partnership with various media. Com & Com sees this process of real distribution as a
"the completion of a total work of art".
Harald Szeemann is also enthusiastic about Com & Com
Behind Com & Com are Johannes M. Hedinger from Zurich and Marcus Gossolt from St.Gallen. Both are musicians and visual artists at the same time. Their last and largest project to date was "C-Files: Tell Saga", which was also invited to the Venice Biennale in 2001 and has since been shown in over ten countries.
In the new video "Side by Side" Com & Com want to address the audience "in an unusually big, American way". In the style of a parody, "poppy pathos, home and fame" are to be taken for a ride. Com & Com play two car racers. These win for Switzerland. At a dreamed-up award ceremony, the national anthem is played for them. At the same time, the racers dream of having a big hit as pop singers with their song "Side by Side". Instead, however, they end up in heaven after a crash during the car race.
This story is told in the clip with a lot of irony and exaggeration of common clichés. Various stereotypes of the star system are satirized. The clip therefore also includes quotes from famous clips by Robbie Williams, Shaggy and Snoopy Dogg. As a parody of himself, Dieter Meier makes a guest appearance. The star of Yello was inspired for this job by exhibition organizer Harald Szeemann, who has been convinced of Com & Com's art for a long time.
With such prerequisites, director Ernst Wirz also warmed up to the project very quickly. However, he didn't want to do anything half-hearted. "A parody has to be at least as good as the original, that's the criterion for me," says Wirz.
This, of course, made the production enormously costly. "Nevertheless, we still had limited resources compared to the cited four clips. These originals by Shaggy or Williams all cost around a million dollars," puts Ernst Wirz into perspective.
Exact figures for his version, however, could not be given. "We did our work for free, and most of the technicians worked at minimal prices, as in an art film," says Stefan Fraefel, the producer responsible. "We all thought it was a funny story and a challenge for everyone," says cameraman Pascal Walder, explaining his involvement. "In addition, the shooting was a lot of fun."
Wirz + Fraefel also considers the clip as a reference work
Suppliers also showed a lot of goodwill and acted in part as sponsors. The production was also able to count on the help of the Lucerne City Theater. It provided the choreographer and the dancers as well as the costumes. The various decorations were also built by the workshops of the Lucerne Municipal Theater. "Without this help and produced normally, the film would probably have come to a budget of between 600000 and one million francs," estimates Fraefel.
Of course, Wirz and Fraefel now see this production as a successful reference work. However, a strategic switch from commercials to the international clip scene is not intended with "Side by Side," "although we are of course open to corresponding commissions," as Fraefel adds.
The clip could have been produced in Hollywood
The clip market, however, is a difficult thing, even in Switzerland. "You can only do this kind of thing for fun," believes Ernst Wirz, who has already realized a similar goodwill story for the Edelbüezer rocker Gölä. However, he does not want to act as a price breaker with such actions. "In the meantime, we simply need such productions to try out new ideas," explains Ernst Wirz, who is also a musician himself and therefore has a close relationship with such clips.
"We didn't pinch the money from our customers either. The two guys simply convinced us. They are funny and good and want to dare something," says the director. That's why they decided to invest the money and time, he says. "Of course, then everything got a little bigger. Once you're on it, you want it to be really good. That's the motivation behind the project."
In the end, the biggest challenge in the implementation was the demand to ironize the top standard. "Our concern was that, at first glance, you should have the feeling that this clip was actually shot in Hollywood with the top facilities there." But on the other hand, wit had to be brought into it. At the same time, the clip was only allowed to be a parody.
"This fluctuation between irony and top level was the biggest challenge in this production. We seem to have mastered that," says Ernst Wirz happily. However, Wirz and Fraefel's work had no influence on the theater performance in Lucerne. The stage version lacked this self-reflective dimension and was criticized by the media as merely bland and clamorous. "Side by Side" can currently be seen on Viva in "heavy rotation".
AD Rating

Com & Com Video Clip
Better upswing than downswing, said the ad raters on the web about the Publicis campaign. Does the com-&-com video heat up the tempers, I wonder? Sure it is! Please click on www.werbewoche.ch/adrating
Upswing campaign
Top: 80,37%
Flop: 19,63%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments

Printers Continue to Struggle The graphic arts industry suffered in the second quarter of 2002 due to the weak economy and, in particular, declining advertising spending. According to a survey by the industry association Viscom, profitability is on the decline. According to Viscom, the printing industry expects a slight recovery toward the end of the year. On an annual average, sales are expected to be about 5 percent below the previous year’s level.
Senior Publications Launch Advertising Bundle The monthly magazines *Générations* and *Zeitlupe* have joined forces to form the «55+ Advertising Bundle.» *Générations*, based in Lausanne, and *Zeitlupe*, published by the Pro Senectute Foundation, have a combined circulation of approximately 104,000 copies. Advertising sales are handled by Publimag (Générations) and Jean Frey Fachmedien AG (Zeitlupe).
SF DRS Launches New Travel Show This fall, Swiss Television DRS is presenting a new travel show called «einfachluxuriös.» The first of four episodes will air on September 26 at 9 p.m. on SF 1. «einfachluxuriös» showcases a travel destination from two different perspectives: Host Monika Schärer and a guest host travel through the country under different circumstances—one as a backpacker, the other as a luxury traveler. The first episode, featuring Daniela Lager, takes viewers to Bali. The travel group Kuoni is the show’s sponsor.

Weber Harbeke advertising agency realized two new commercials for the Migros Club SchoolBy Andreas Panzeri The Zurich advertising agency Weber Harbeke shows in two new commercials that the Migros Club School not only offers courses for leisure time, but also plays an increasingly important role in vocational training and further education.
A brisk man in his mid-thirties comes out of an office building with a spring in his step. He makes his way to his car and quickly moves it from a normal parking space for employees to the parking space reserved for the management. Then he returns to his workplace, satisfied. Obviously the man has just been promoted. The Migros club school logo and the new claim "More success" tell the audience why.
Club schools with a new communication strategy
With this TV commercial, the advertising agency Weber Harbeke is currently drawing attention to the fact that the Migros Club School is playing an increasingly important role not only in the leisure sector, but also in continuing professional development.
With over 50 training centers, Migros Club School is the largest adult education institute in Switzerland. It offers a very high level of quality both in the leisure sector and in vocational education and training. According to its own information, the success rate of its course participants in external diploma examinations is regularly above the national average. In summer 2001, Migros Club Schools became the first adult education institution in Switzerland to be awarded the eduQua certificate.
"These and other facts are little known and contradict the still widespread image of the club school as a leisure-oriented school," say Thomas Harbeke and Max Weber, summarizing the starting point for the new commercials. Their agency, which has been advertising for Migros Club Schools for some time, has developed a new communication strategy that is also intended to appeal to a career-oriented clientele.
The Migros Club School for private and professional success: for the advertisers, this meant a brand with the two thematic worlds of leisure and career. The two CDs saw the success enjoyed thanks to the club school as the unifying element. The agency dramatized this factor in two TV commercials, both of which tell a simple but surprising success story from everyday life.
Success comes with bush sounds from Down Under
While the symbol for this success in the professional field was a promotion to the management parking lot, a more general recognition was chosen in the leisure sector. This commercial shows a young man sitting on the floor of an old apartment playing a didgeridoo. He finishes his music on the blowpipe. But suddenly his neighbors complain about this by banging on the door and calling him. Pleasantly surprised by the popularity of his art, the man starts playing again. The knocking stops immediately. The logo and claim at the end say where and why he learned to play so well: "Club school. More success."
"Parking lot" is 20 seconds long, "Didgeridoo" is 25 seconds long. The two commercials were produced by Chocolate Films, Zurich. They were directed by Benjamin Kempf, "a young talent who shows a lot of promise", according to Thomas Harbeke.
The campaign can be seen from August on SF DRS, TSR, TSI, Sat1, Pro7, RTL and various regional stations in German-speaking Switzerland. There is also a print campaign to accompany the commercials. The agency has developed a wide variety of subjects and ideas, including a semi-trailer truck painted with the Klubschul claim. In contrast to the centrally coordinated spots from Zurich, these advertising activities are organized regionally by the individual club schools.

Netratings measures Internet behavior at work for the first time in German-speaking countriesBy Markus Knöpfli The surfing behavior of German Internet users at work is only slightly different from that at home. Whether at home or at work, the most time is spent on e-shopping and entering the keyword sex in search engines. This is according to initial data from the Netratings Workpanel for the month of July.
To clear up any misunderstandings right at the start: although Nielsen/Netratings Germany can now also measure Internet use in the workplace, the institute is not in a position to publish separate figures. The reason: According to Stefan Raum, Head of Nielsen/Netratings Germany, the current Workpanel with around 600 panelists is representative enough to make general statements about Internet use at the workplace. However, the number of cases is far from sufficient to provide information on the use of individual domains or even sites. For comparison: Internet use on home PCs in Germany is measured at around 4900 panel participants - and by late summer this figure is expected to rise to between 6300 and 7000.
The consequence of this: Nielsen/Netratings now publishes two types of data, that of the pure home panel and a mixture of home and work panel. Although Nielsen/Netratings also wants to further expand the work panel (target: 1000 panelists), Raum dashes hopes of pure work panel data: "That won't happen, because it would be too complex and too expensive." As many companies fear for their data security, it is very difficult to obtain permission to measure from company bosses or IT managers.
Otherwise, however, the Workpanel is in no way inferior to the Homepanel, says Raum. Both the recruitment of panelists and the measurement of usage are carried out using a standardized method. Measurements are taken using software installed on the panel participant's PC, which delivers the collected data simultaneously to a mainframe computer. Based on monthly interviews, Nielsen/Netratings assumes that 34.6 million people in Germany have Internet access at home. A further 4.8 million also or only have Internet access at work.
What unites men and women is sought first
According to the data collected in July, the mixed panel data differs from that of the pure home panel as follows: 19.5 million people used the internet from home - for 9 hours and 4 minutes each. The mixed panel, on the other hand, shows 24 million active users who surfed for an average of 14 hours and 9 minutes. This means that the Internet was used for an average of around 5 hours during working hours - a good half as long as during leisure time.
It is striking that the same domains can be found in the top 20 in both panels, even occupying an identical order in the first nine reach ranks. Only in the lower ranks are slight shifts noticeable. All of these domains show an increase in visitors of 25% (t-online.de) to 50% (yahoo.com) in the mixed panel compared to the home panel.
Ironically, the electronic shopping centers ebay.de and amazon.de as well as the portal lycos.de (ranks 3, 6, 7) are among the domains that benefited the most with growth of between 38% and 42%. This is further accentuated if we consider not only the reach but also the duration of use. While the classic search engines in the mixed panel increased by 18% (yahoo.de) to 26% (google .de), ebay.de only increased by a good 5%, albeit at a very high level, and lycos.de saw an increase in usage of a full 85%.
If you multiply the usage times by the difference in reach of the two panels, you end up with the following ranking: Lycos.de is used by all German Internet users combined for a total of 271 hours during working hours alone and ebay.de for 251 hours. According to a lycos.de press release, the portal is most frequently searched for information on sex. If only German employers knew that...
Top 20 domains Germany

July 2002
Home Home + Work
Rank Domain visitor reach Ø dwell time/ Domain visitor reach Ø dwell time/
in 1000 in % Visitors in 1000 in % Visitors
 1 t-online.de 10 357 53.01 0:48:38 t-online.de 13 037 54.27 0:48:18
 2 google.de 7 322 37.48 0:16:11 google.de 10 053 41.85 0:19:16
 3 ebay.de 7 157 36.63 1:46:18 ebay.de 9 874 41.10 1:51:51
 4 microsoft.com 6 018 30.81 0:07:10 microsoft.com 8 524 35.48 0:08:26
 5 web.de 5 499 28.15 0:34:39 web.de 7 546 31.41 0:48:35
 6 amazon.de 4 503 23.05 0:09:35 amazon.de 6 395 26.62 0:10:07
 7 lycos.de 4 191 21.45 0:12:02 lycos.de 5 783 24.07 0:22:16
 8 yahoo.de 3 999 20.47 0:28:57 yahoo.de 5 375 22.38 0:34:14
 9 freenet.de 3 977 20.36 0:15:08 freenet.de 5 285 22.00 0:19:17
10 msn.de 2 946 15.08 0:05:43 msn.com 4 279 17.81 0:16:43
11 msn.com 2 921 14.95 0:14:28 msn.de 4 237 17.64 0:06:38
12 rtl.de 2 821 14.44 0:15:42 google.com 4 137 17.22 0:04:39
13 google.com 2 789 14.28 0:03:42 rtl.de 3 793 15.79 0:14:48
14 gmx.net 2 583 13.22 0:22:41 yahoo.com 3 595 14.97 0:33:49
15 yahoo.com 2 386 12.21 0:28:08 gmx.net 3 569 14.86 0:27:47
16 aol.de 2 218 11.35 0:21:08 gmx.de 3 140 13.07 0:03:21
17 gmx.de 2 195 11.24 0:02:50 bahn.de 2 980 12.41 0:16:10
18 aol.com 2 041 10.45 0:06:02 aol.de 2 957 12.31 0:19:29
19 bahn.de 2 009 10.28 0:16:41 de.vu 2 848 11.86 0:02:16
20 de.vu 1 971 10,09 0:02:36 aol.com 2 839 11,82 0:07:47
Source: Nielsen/Netratings