Will Smith in Zurich: "This is a Treat for my Life"
In the early hours of August 5, 2024, something extraordinary happens: Hollywood star Will Smith, known for films such as "Men in Black" and "I Am Legend", strolls through the quiet streets of Zurich. Armed only with his smartphone, he captures the peaceful atmosphere of the city and shares it with his more than 70 million Instagram followers.
The videoThe film, which captures Will Smith during his walk, shows him crossing the Quai Bridge, silencing a raven on Bürkliplatz, admiring the Limmat and watching the sleeping swans in Lake Zurich. The relaxed atmosphere and the breathtaking backdrop of the city fascinate his fans worldwide. But one particular scene causes a particular stir: When Smith passes a shop window displaying Swiss army knives, he can barely conceal his enthusiasm. "This is a treat for my life: Swiss Army Knives," he enthuses.
A viral moment with a big impact
Within a very short time, the video goes viral and reaches millions of people. Will Smith's spontaneous and honest enthusiasm for Zurich and the Swiss Army Knife triggers a wave of positive reactions. The hashtags #WillSmith, #Zurich and #SwissArmyKnife are likely to trend worldwide. Even after more than a day, the video's like curve is pointing steeply upwards.
Unexpected marketing coup
Victorinox was naturally delighted with the unexpected marketing coup. Veronika Elsener, Chief Marketing Officer told m&k:
"We are delighted to see Will Smith's positive mention of the Swiss Army Knife in his recent post, recognizing the close connection between the iconic product and Switzerland, the country known for its precision and innovation. We are proud to be recognized for combining Swiss craftsmanship with the multifunctionality of the iconic pocket knife. This underlines our goal to always be prepared for every situation with well thought-out and masterful solutions. It's nice to see that the joy of being a child with your first Swiss Army Knife lasts through all ages and that the enthusiasm continues no matter how famous you are. We value authentic relationships and in order to maintain this authenticity, we have not had any collaborations for campaigns with very influential personalities."
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More than a viral moment
How should such an event be classified?
For tourism: Zurich's image as a quiet and liveable city will be strengthened internationally. It can therefore be assumed that this video will have a very concrete positive impact on tourism in the city.
For branding: Victorinox, the manufacturer of the Swiss Army Knife, should also benefit from this unexpected endorsement. The company should use the opportunity to further enhance its already strong brand and appeal to a new generation of customers.
For social media: The video shows once again the immense power of social media. A single post by an influencer can presumably influence an entire industry.
For influencer marketing: Will Smith proves that even, or perhaps especially, spontaneous, authentic recommendations can have a major impact. This should encourage companies to focus even more strongly and resolutely on micro-influencers and authentic content in the future.
A comparison with other viral moments
Compared to elaborately produced commercials, Will Smith's video looks particularly authentic. It is reminiscent of the early days of social media, when influencers were not yet so professional and gave their followers an unvarnished look into their lives. This authenticity is certainly one of the reasons why the video is so successful.
Conclusion
Will Smith's unexpected appearance in Zurich is a stroke of luck for the city and for Victorinox. It shows how important it is to be authentic and represent the right values. Companies should be aware that even, or especially, unforeseen events can lead to great marketing success. But did Will Smith really just end up stranded in Zurich by chance, as he says in the video? Perhaps he is on location scouting for the film "I Am Legend II", for which, according to the latest rumor, filming is due to start soon. Or is the video the teaser for the next Federer-Hollywood duo for Switzerland Tourism?
