Tele lets pictures speak
Program magazine Wyler Werbung uses playful ideas to promote the image of the TV magazine Tele.
Program magazine Wyler Werbung uses playful ideas to promote the image of the TV magazine Tele.
The brief for the new Tele campaign was not to boost circulation, but simply to show presence once again. "Tele is a product without problems," explains Ruedi Wyler. His agency won the coveted budget from Ringier in a pitch. The campaign now underway aims to communicate that the program guide Tele offers more than just a TV timetable. Around 40 percent of the content is presented as a magazine section with topics relating to cinema, media and gossip from these worlds. These should evoke sympathy in the viewer. However, the stories are not told to the end, but want viewers "to be able to project a little imagination into the subject themselves". In other words, viewers can form their own ideas as to why the supernatural darling ET wants to make contact with TV figurehead Viola Tami. What is goalkeeper Pascal Zuberbühler shouting at the angry dinosaur? The montage with King Kong and the two singers should simply be a pleasure to watch - which, of course, immediately brings to mind "The Three Tenors".
Wyler would have liked to be a little more "politically incorrect" in his creations. In a campaign for the TV guide TV täglich, he once invented stories such as "Pamela Anderson gives up the shirt off her back just to get on the front page of TV täglich."
However, the figures and celebrities depicted in this campaign would hardly have allowed any more cheeky stories. It was "struggle enough" for Wyler to win over a celebrity like ET for his project in the first place. It took more than 27 phone calls to the afterlife or to the owner of the character rights. ET set the condition that he must not look too sexy under any circumstances. A contract also had to specify exactly how long a poster with ET as an advertising assistant for Tele could hang.
Warned by such regulations, Wyler did not even seek personal contact with King Kong. An anonymous ape can evoke the same associations in the viewer.
The real human celebrities were easier to look after. Advertising for Tele is ultimately a give and take for such popular stars. "But everyone was approached," assures Wyler. Inspired by Hitchcock, he even snuck himself into an advertisement. Because Frankenstein also showed a certain reluctance to appear as an advertising figure, Wyler had to make a few retouches to the original. The professor from the horror film can now be seen in a Wyler smock and has had to undergo a few cosmetic operations himself.
All in all, these picture stories, which are to be read "not as photomontages but as photos in relation", are intended to provide entertainment similar to that promised by Tele. The series can be continued at will and will be placed in all Ringier titles, but also in Annabelle, Magazin, Facts and others.
Andreas Panzeri
The brief for the new Tele campaign was not to boost circulation, but simply to show presence once again. "Tele is a product without problems," explains Ruedi Wyler. His agency won the coveted budget from Ringier in a pitch. The campaign now underway aims to communicate that the program guide Tele offers more than just a TV timetable. Around 40 percent of the content is presented as a magazine section with topics relating to cinema, media and gossip from these worlds. These should evoke sympathy in the viewer. However, the stories are not told to the end, but want viewers "to be able to project a little imagination into the subject themselves". In other words, viewers can form their own ideas as to why the supernatural darling ET wants to make contact with TV figurehead Viola Tami. What is goalkeeper Pascal Zuberbühler shouting at the angry dinosaur? The montage with King Kong and the two singers should simply be a pleasure to watch - which, of course, immediately brings to mind "The Three Tenors".
Wyler would have liked to be a little more "politically incorrect" in his creations. In a campaign for the TV guide TV täglich, he once invented stories such as "Pamela Anderson gives up the shirt off her back just to get on the front page of TV täglich."
However, the figures and celebrities depicted in this campaign would hardly have allowed any more cheeky stories. It was "struggle enough" for Wyler to win over a celebrity like ET for his project in the first place. It took more than 27 phone calls to the afterlife or to the owner of the character rights. ET set the condition that he must not look too sexy under any circumstances. A contract also had to specify exactly how long a poster with ET as an advertising assistant for Tele could hang.
Warned by such regulations, Wyler did not even seek personal contact with King Kong. An anonymous ape can evoke the same associations in the viewer.
The real human celebrities were easier to look after. Advertising for Tele is ultimately a give and take for such popular stars. "But everyone was approached," assures Wyler. Inspired by Hitchcock, he even snuck himself into an advertisement. Because Frankenstein also showed a certain reluctance to appear as an advertising figure, Wyler had to make a few retouches to the original. The professor from the horror film can now be seen in a Wyler smock and has had to undergo a few cosmetic operations himself.
All in all, these picture stories, which are to be read "not as photomontages but as photos in relation", are intended to provide entertainment similar to that promised by Tele. The series can be continued at will and will be placed in all Ringier titles, but also in Annabelle, Magazin, Facts and others.
Andreas Panzeri
