Of sissies and crybabies

 
Column Are crying women a good way to promote our host country in Europe? 
In Switzerland Tourism's Euro farewell commercial, unabashedly weeping Swiss women lament the end of the games as if it were a tragic event. Their faces are tear-stained and reddened, truly no feast for the eyes. Sad, sad - something monstrous must have happened to this nation for its women to look so painfully into the cameras. A natural disaster, an assassination attempt, an insidious epidemic? No, just the farewell to guests in Switzerland who attended the Euro. The fact that we generously co-financed the UEFA EURO 2008™ with our taxes, left entire neighborhoods to those who wanted to do business with the fans and subjected our social life to the match schedule is part of liberal people's tolerance towards those who have contracted the football virus. However, the fact that the Swiss women are supposed to cut such a sad figure as crybabies at the end is going a bit too far, so what's the point of this commercial? According to the makers, it is a thank you to all visitors and expresses the hope of seeing them again soon. With this creative spot, the European Championship hosts say goodbye. The commercial is surprising and poignant. It is uncompromisingly poignant - apparently the key word for the creatives - and shows the longing of the Swiss women who have committed themselves as hosts, their longing for the many great footballers, guests and fans from all over Europe.
The commercial is broadcast at prime time on TV channels in Germany, France, Italy and the Netherlands. Even with the best will in the world to note the possible irony intended or even to recognize comedic sophistication, it is difficult to imagine who is supposed to understand this commercial as a thank you.
Experience has shown that a little sentimentality when saying goodbye has a bonding effect. In very intimate encounters, a tear may even appear in the corner of the eye. Even if not everyone is as dignified to look at as Greta Garbo, a tear of sentimentality never has a disfiguring effect. It makes the beauty shine even brighter. Especially when it is accompanied by the joy of a reunion.
The longing that is so strongly evoked by the makers also lends grace. It creates a sense of expectation full of energy and sensuality. Longing can be tinged with a slight sentimental tinge of sadness. But people only cry when they have to say a painful goodbye.
The Swiss women, presented as lamenting wives, are presumably intended to whet the appetite for a reunion? Future meetings will hardly take place in a joyful mood. At best, the poor women arouse pity. There is even the anxious question of their health and mental state.

We can only speculate about the reasons for the poignant spot. We can rule out the possibility that the rapid elimination of the Swiss team caused the hosts to be particularly upset. The daily confrontation with male emotional outbursts cannot be the trigger either. The commercials were conceived long before sweat, tears and blood were often indistinguishable on Euro faces. Since we rarely see women's footballers on television, it remains a mystery whether it is the women or the men who are closer to the water in this sport. Or, after all the sissies on the pitch, do we now need crybabies on the screen to compensate?
But such thoughts are hardly behind it, because the message for the conception of the commercial can only be: Switzerland is a country that is not as good with emotions as it is with money. Ultimately, the latter is what counts for location marketing - and the people responsible have thus achieved their communication goal.
Josefa Haas is Head of the Media Institute
www.switzerland.com/aufwiedersehen