Striking: What is it about men - if there is no talk of muscles, hairy chests and lots and lots of money?

What is it about men - if we're not talking about muscles, hairy chests and lots and lots of money? Yes, a joystick. This can be perfectly packaged in both Versace jeans and black cotton trousers. And since it is at the center of a man's being, it naturally requires special care. It is in the nature of men to check the functionality of their Nintendo predecessor from time to time. And in all declinations. And to ensure that game addicts don't overuse their personal Playstation, Nokia offers a perfect solution. When you buy a phone in the online store, you get a joystick for free. Ouch! The country needs casinos...
Chandra Kurt [email protected]
Column

More belly
By Michael Barney
When the economy isn't doing well in times of crisis, it's time for the bean counters, curmudgeons, know-it-alls and head people. After all, only they know how to do good advertising, what real advertising should look like. They assume that everyone around them is either simple-minded or dull-witted. This elite claims that people only read the headlines in ads, for example. Which is complete nonsense. Either you are interested in the topic of an ad, then you read down to the coupon. Or you scroll on quickly. TV commercials are even trickier: nobody sits in front of the TV and waits feverishly for a specific 30 seconds that are hidden somewhere in an advertising block. But this is enormously important to people's minds. Does the viewer get everything, really everything, from the beginning to the end of those 30 seconds? Have we considered, thwarted, eradicated all critical aspects (even those that only idiots could come up with)? Is the spot, the idea, the story finally so streamlined, balanced and compromising that we have reached everyone (including small children, pensioners, color-blind people, believers in Christ, those who despise consumption, bed-wetters, etc.)? Well, finally. And that's why 90 percent of advertising is just the way it is: boring, banal - just to look away from. Because advertising that doesn't attract attention doesn't help anyone. Neither the people it is aimed at nor the people who pay for it. If those responsible were to make more gut decisions, there would be more room for wit and charm, emotion and amazement in our advertising messages. Then it would be fun again to look at posters for longer and even look forward to the commercial breaks. But does anyone test this? And how! Because if you are now nodding your head in agreement, then we already have a respectable test result, don't we?
Michael Barney is a senior copywriter at the Lowe advertising agency in Zurich.
Business lunch

Light also means as much as almost vaporized
If someone goes on a trip, even out into the so-called advertising province (Zurich, typical!), they can also talk about Bern. He can. For example, about the "Moléson" on Aarbergergasse. The extensive documentation on the table tells us that the restaurant, founded in 1865, has been owned by the same family for 82 years. Mon Dieu! You can only find so much consistency in federal Berne.
The "Moléson" has the addition "Gourmanderie" in its name. It tastes a bit like gendarmerie. You sit a little too close to each other and look at your neighbor's flammekueche to see if the bacon cubes are fried nice and crispy. The tables are laid with a paper set but with a cloth napkin. A rechaud is provided for each person, and the butter for the fabulous bread (in a class of its own!) is not squeezed into plastic tubs with a foil lid.
The menu includes a good number of French bistro dishes such as "pork feet in morel and nidles sauce". After all, pub owners are a bit of a copywriter by profession, which is why you should let this sentence about the Strassbourg fondue (38.50) melt slowly on your tongue: "The mariage of moitié moitié with black truffle. The result is the noblest of the noble: noir et blanc."
The "Natura-Kalbsleberli im Anke" was wonderfully fresh and just as deliciously tender, the rösti golden brown - a feast for the eyes. However, the advertised "marinated vegetables" consisted of just a few hand-sliced carrots (23.50). The Natura pork fillet medallion and the roast veal with a light calvados sauce (29.50) were also convincing - except for the sauce. Because: light calvados sauce also means almost evaporated. And so it was. The colorful leaf salad with "Chnoblibrötli" was visually appealing, but lacked a lot of oil for the salad dressing. However, the lentil soup in a terrine and with a dollop of cream was delicious.
For these prices, you have to travel a long way to get so much good food on your plate, plus a nice selection of top open wines and nice service to boot. And it's so cozy in the "Moléson" that you won't even be tempted to use your cell phone. A special room has been set up for notorious phone users: It is located outside the door...
Carlo Bernasconi [email protected]
Gourmanderie Café MolésonAarbergergasse 24
3011 Berne
Tel. 031 311 44 63
Fax 031 312 01 45
No parking spaces far and wide