Butz's Motz: Sunrise makes a mess but spills the beans at the same time

I've tried to find out what it's all about. I understood that Sunrise means "sunrise". Why they called themselves "Sunrise" is still not clear to me. They could have called themselves "Am Apparat", "Hallo" or "Pronto". Maybe that would make more advertising material. But no, it's called "Sunrise", and in the beginning there was a logo for it. At least better than the current one. The whole thing was under a strange star right from the start. The merger with the Oranges didn't work out either. And this ad will not be able to persuade the world to change.

My theory: Sunrise wants to tell me with the new campaign that they are available for me all day. What nonsense. Will they fill my wine cellar? Do they bring my coffee to my bedside? There's been no Sunrise at all in the last few days. It's just been raining. Read this text from the ad:

"The sunrise is always the start of something new. Nothing spreads so much warmth and energy, joy and optimism. At Sunrise, we want to pass on what we carry in our name to our customers. To customers who rely on us every day to help them realize their ideas, goals and wishes with the best services, products and tariffs. Why do we do this? Because we are always happy to be where we can feel the proximity to our customers - and to our namesake. That's actually everything. Have a nice day."

I don't understand why millions are spent on these empty phrases. All I can say is: "Good night."

Orange promises young people that they can make free calls for life. Swisscom has also shot out with its Rocketman. Recently, like Orange, it has also been trying to conjure up symbols in the sky. Only Orange does its fire games after sunrise (sunset) so that you can see something.

The telecommunications companies have built up an overly complex offering. This makes communication about it too complicated. But they don't have the courage to launch a really good image campaign. Otherwise all this advertising money would not be wasted so miserably. No telecommunications provider has managed to become a status symbol. In contrast, certain cell phone providers have managed to convey status (iPhone 4 in white or Blackberry). This sunrise won't change that either, and at ADC something like this will end up under the table.

My stand-up was that Frank complimented me on my column. No, not Baumann, but Bodin, at a chance meeting at Art Basel.

Theophil Butz, once a star advertiser (quote Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].