In the new Migros commercial, co-owner Pedro returns to Spain

For once, a Migros commercial is not in German, French or Italian, but exclusively in Spanish. For the second round of the owner campaign, Publicis has come up with a special story set in a small village in Spain. The film follows Pedro, who comes from Switzerland to visit his home village, where he causes a big reunion and a stir. In Switzerland, Pedro has apparently become a highly successful - yet modest - company owner with over 100,000 employees. And his company is also generously involved in cultural and educational projects. What amazes the Spanish villagers will make Swiss TV viewers smile these days. Because Pedro is not the only owner of the company: he is also one of over 2 million Migros owners.

"Many people are no longer familiar with Migros and its special features, such as the cultural percentage, or take them for granted," says Roman Reichelt, Head of Marketing Communications at Migros, "and it was important to us to convey this in an emotional, surprising and funny way once again." Publicis CD Peter Brönnimann adds: "The film is also a tribute to the hundreds of thousands of immigrants, many of whom are also proud Migros owners". The film will be on air from October 22.

Responsible at Migros: Roman Reichelt (Head of Marketing Communications), Pascal Schaub (Head of Campaigning & Sponsoring), Désirée Strassmann (Deputy Head of Campaigning & Sponsoring), Simone Blaser (Senior Project Manager Media). Responsible at Publicis: Thomas Wildberger (CEO/CCO), Pedro Moosmann, Johannes Raggio, Peter Brönnimann, Christian Stüdi (Creation), Matthias Koller, Candido Righetto (Managing Director), Meret Lauener, Nuria Büchi (Consulting). Responsible for production: CZAR Film Zurich (film production), Simon Verhoeven (director), Christian Rein (camera), Thorne Mutert, Julia Weber (production), Suzana Kovacevic (TV producer Prodigious), Hearoes (music and sound design).