"What needs to be learned is self-marketing"

WW: Since your success in Werbewoche's "Campaign of the Year", you have already delivered another three films for upc Cablecom. Other local filmmakers complain that more and more commissions are going abroad. And rightly so?
Reto Salimbeni: The commercial film business is basically an international one. We also benefit from American or German clients, for example, for whom we shoot. But it is a bit special that there are well-known Swiss companies that generate 100 percent of their turnover in Switzerland and have hoisted the Swissness flag on their roof - and then still consistently have their advertising films produced abroad.

You also have a production company in Vancouver, shoot a lot abroad and have filmed for major British and American agencies. What is different from Switzerland?
The differences in production have become marginal. Today, there is an international production standard that is similarly high everywhere. We shoot abroad if the location or the talent requires it or if it's a foreign client. But we also like to shoot frequently in Switzerland, where a lot has happened in recent years. I have also founded a service production company here that brings orders from foreigners to Switzerland through acquisitions. I found it significant that three of the four nominated spots in the "Campaign of the Year" competition were shot by Swiss productions with Swiss directors. Each of these commercials has an international format and could have won.

Do Swiss filmmakers enjoy too little trust?
There is a lot of talent and potential in Switzerland. What we need to learn is how to market ourselves. We were brought up by our parents to be modest and reserved. Those were the virtues of the last 40 years. Because we had lived in a lush meadow where there was enough for everyone, we could afford to cultivate this relaxed attitude. But this virtue is no longer of any use to us, times have changed radically. There are many more competitors crowding onto the field. We have to show our colors, be self-confident and represent our own interests with commitment.

We often hear that production abroad is cheaper?
Eastern Europe is certainly cheaper for certain concepts - for example with elaborate decor buildings - because we lack the corresponding studio culture. But otherwise the price differences have become small.

After your Manifesto was able to present Claudio Zuccolini and Kaya Yanar for the "Campaign of the Year" in recent years, this year it is Carlos Leal. Are commercials with celebrities more successful?
You can't say that across the board. The important thing is that the brand and the star are compatible. The star must come across as credible and must not bend over backwards. The Swiss don't like puffery, they appreciate charming irony. If this is the case, then a celebrity advertisement inherently attracts a little more attention. This is also reflected in the increased interest of the media. Online media in particular like to report on such commercials. However, if the commercial is not good, the audience gets annoyed with a star much more quickly. This is bad for all parties.

You have just delivered three new commercials with Carlos Leal. How does this star fit in with upc Cablecom?
upc Cablecom is a very dynamic company which, after the problems of the past few years - or more recently these days - is consistently working on a high-quality offering, looking to the future and facing up to the challenges of the market with a clear, transparent and entertaining communication strategy. That suits Carlos. He has also set off for new shores with his Hollywood adventure, is optimistic and, thanks to his multicultural past, is a credible representative of Switzerland today. He even speaks all three languages. For example, we can shoot all the commercials in German, French and Italian. This is much more time-consuming than dubbing, but we want the commercials to be perceived as authentic in all parts of the country.

Does the director need a special concept when filming with Carlos?
Carlos was a musician, and he brings an incredible energy from this period of his life. The "live animal" still beats inside him. I call his type of actor the "Vesuvius type". Whatever we discussed beforehand, in the studio, when he's in front of the camera, something unexpected will happen. That's why I let the cameras roll during rehearsals. You never know.

Can't the vision of the concept be neglected in the process?
I see such moments as gifts that need to be accepted. They often result in something much better than you originally thought - you just have to be open to it. I manage that well today. As a young man, I was of course still climbing the walls because I considered my ego to be more important than the situation at hand. But luckily you learn as you go along ...

Great expectations are attached to a commercial in this competitive situation, as in telecommunications. Plus the whims of the stars. How do you deal with the pressure?
I've shot with rock stars in sold-out stadiums and the singer wanted to completely change the shooting concept five minutes before the start of the shoot ... I'm used to a lot and have learned to combine the energy of the moment, which is actually wonderfully creative, with the original concept in such situations. You need a mixture of maximum concentration and composure at the same time.

Who was the rock star?
I just forgot ...

You have worked with Til Schweiger, Matthias Schweighöfer, Nora Tschirner and many other big names. What is special about working with celebrities?
All the stars I have worked with have been characterized by one thing in particular: an extremely high level of perception and knowledge of how they affect the audience. It is important to respond to this. Because someone is a star because they seem to do exactly that with success. I take this know-how seriously and deal with the celebrity. What do they expect? Can they fulfill the requirements of the job in the way the customer thinks they can? It's like having two customers. Because if the star isn't happy, then ultimately you don't have a good product.

Interview: Andreas Panzeri

Vizner Borel: Three new spots for UPC Cablecom
On February 29, 2012, SF DRS, TSR and RSI will switch to HD. The prerequisite for this is a digital connection from upc Cablecom. Vizner Borel is communicating this for upc Cablecom with three new TV commercials from Manifesto Films.

The main actor this time is Carlos Leal. The actor and musician turns back the clock on the television age for all viewers, presents the greatest milestones in television history and makes it clear to everyone that HD quality is guaranteed with upc Cablecom. The commercials can be seen on all major television channels and are accompanied by various measures.