Advertising is a matter for the boss
Jung von Matt/Limmat continues to rely on the company CEO's iconic presence for Hug's baked goods.
Once you had put the spoon into the soup, you had to put it back again.
deliver. The landlord stood next to the table, wiping his hands on the
white apron and then kindly wished him a happy birthday with a handshake.
Bon appétit. "The boss cooks here" was also written outside the pub.
to read on a slate.
The fake Uncle Ben from Reis or, more recently, the mischievous uncle
Herbert von Malbuner have continued this tradition of personal guarantor
for quality in advertising as well. Since May 12
In 2004, Werner Hug also belonged to this association. In his debut film on
Swiss advertising television, Hug was hidden in a broom box. The
Spot showed a young couple enjoying an evening of television. The young man
prepares to look for something to snack on in the kitchen. He opens
a kitchen cupboard, and to his astonishment Werner Hug climbs out.
Hug sits down on the couch with the two of them. "Hug is simply part of it",
says the announcer. That was the starting signal for one of the
most unusual testimonial campaigns in Switzerland.
Werner Hug irritated
Now the cult series is being continued. As in the previous commercial
again the company boss Werner Hug in a completely surprising
situation on the spot. In the movie "Bivouac", we find ourselves in freezing temperatures.
cold in a high mountain camp at 7980 meters above sea level.
The alpinist community sits motionless with steaming cups and
Silent in the cramped tent. A blizzard is raging outside. Suddenly it rises
the group leader, tears open the tent, fights his way through the storm and
drags in a heavy rucksack from outside. As he carries it with
opens with a zip, Werner Hug is revealed. Accurate as always
dressed in his white work coat, with a few snowflakes
on the head. This sight conjures up a sparkle in the eyes and a
A smile on the lips of the exhausted warriors. The fade-in follows
"Hug is simply part of it."
Director Michael Fueter from Condor Films has created this film on a
lovingly built set at Studio Bellerive. The spot
is used during the football World Cup on SF2. Subsequently, he will
can also be seen in the Swiss windows of German private broadcasters.
Of course, it's debatable whether a young couple living alone at home
or alpinists in the cold loneliness of the mountains, the
long for the presence of Werner Hug. He stands, almost embarrassed
because it was always there. Unlike the landlord back then in the
Landbeiz. Hug does not thank his customers. He just irritates them.
And that naturally makes him stand out - right up to the cult, as the agency
hoped for.
Andreas Panzeri
