TBWA\ sends Federer to the desert island: TV spot and making-of
With its bold portrayal of Roger Federer as a bearded castaway, TBWA\ is making a big splash on TV to promote the launch of Sunrise One.
The agency is thus more than living up to its role as a disruption company, it writes in a press release.
"What would you take to a desert island?" asks the talking tennis ball "Wilson", none other than Roger Federer, who finds himself on a desert island in Castaway style in the latest Sunrise TVC. His answer is just as unusual as the question. Roger relies on Sunrise One, Switzerland's first all-inclusive package for unlimited Internet, mobile, TV and landline. And has the best time imaginable on the island.
TBWA\ CEO Matthias Kiess explains the unusual idea: "If you want to stand out in such a highly competitive market as telecommunications, you need a strong product as well as an unusual and attention-grabbing appearance. We have certainly succeeded here."
The unusual staging of one of the world's greatest athletes already attracted media attention nine days before the TV launch - Blick.ch and 20minuten.ch, among others, reported on the commercial.
The campaign will be continued. The agency is not yet revealing exactly how. The commercial was produced by Stories, by the way, with sound by Jingle Jungle.
