A superheroine fights against boredom in bed
Swiss online store Amorana is launching a "hard-hitting" campaign throughout Switzerland for its perky Christmas calendar. Futurelite is responsible for the creation.
There is only one true gift when you really want to surprise your partner. This is precisely what the superheroine "Amorana" powerfully illustrates with her deeds in the TV commercials. The agency focused on humor in the creation and completely dispensed with the eroticism typical of the genre. After all, sex is supposed to be fun. In the spots, the superheroine continues to slap the gift-givers until spring 2019.
Candles jewelry and flowers inevitably lead to slap face
There is nothing wrong with classic gift ideas. But if a gift is supposed to be fun for both partners, it makes sense to let Amorana's winning arguments convince them. So three spots were developed to match the respective season (Advent, Christmas and Valentine's Day).
Behind each individual door of the Christmas calendar, a high-quality product from the online store's range is waiting to be discovered and tested by couples.
SRF rejects spot
As various media have reported, SRF has refused to broadcast the Amorana spots. While the content is not illegal, it could be morally or ethically problematic, according to a statement from Admeira. Amorana co-owner Alan Frei is disturbed according to Aargauer newspaper not because SRF doesn't want to show the campaign. But because the station is simultaneously testing vibrators in "Kassensturz" or broadcasting formats such as "Seitensprung. "He calls SRF's behavior "double standards.
An SRF spokeswoman defends the decision. "On the one hand, there is individual, selectively prepared journalistic content. There, the audience also has the freedom not to consume it. On the other hand, the audience cannot refuse a broad advertising campaign with numerous spots."
SRF already rejected the Amorana campaign last year. This one showed a lot more skin. This year, Frei actually took special care to avoid explicit images in order to meet SRF's requirements. Without success. Other stations broadcast the spots, but some of them only after 10 p.m. According to Admeira, however, no distinction is made in this regard: Anything that is morally questionable is not broadcast - regardless of the time. (hae/pd)
Responsible at Amorana: Lukas Speiser (CEO), Alan Frei (COO), Irina Gorina (Marketing). Responsible at Futurlite: Claudio Catrambone (Creative Direction), Mario Hipleh and Tom Zürcher (Text & Concept), Myrtha Hafner (Mediaeffects). Film production: Bubbles&Sons.
