Wirz: Cuche-Viral cracks million mark

The video looks like a cell phone movie of a family skiing in Austria. Suddenly Didier Cuche drives to the ski lift and shows his famous ski trick. When he tries to repeat the trick, his ski flies off and smashes through the window of a car parked next door. The bus driver can hardly believe it and curses: "Where did you get your skis? In Switzerland, do you think you're Cuche or what?"

The viral video spread like lightning on the web after Didier Cuche posted it on his Facebook site. Numerous Swiss media, from 20 Minuten and Blick to Bluewin.ch and the SRF portal, reported on it and further fueled the mystery about its authenticity and the company behind the whole action. But the Cuche virus also quickly attracted widespread attention internationally, not least in the Austrian media, of course, which were rife with all kinds of speculation about the background.

After a week, the resolution followed: The viral links to the latest Mobiliar TV spot with Didier Cuche, which has also been shown on Swiss television since December 9. The Mobiliar campaign, which has been successful for 15 years, thus surprises once again: Because the 24th damage report TV spot is the first with a celebrity testimonial - and still seems anything but contrived. It combines the legendary Cuche ski trick - in which something can actually go wrong - with a funny piece of damage: the window of the Austrian team bus being smashed by the ski flying away.

With minimal additional effort, Wirz Werbung was able to generate widespread attention and entertainment in a very short time through the viral. And Didier Cuche and Mobiliar also had a lot of fun with the whole thing.

Responsible at Die Mobiliar: Christoph Ott (Head of Advertising & CI/CD), Marianne Sterchi (Project Manager Advertising). Responsible at Wirz: Philipp Skrabal (ECD); Andi Portmann (CD); Florian Molinari, Hanning Beland (AD); Winfried Schneider, Angelo Mabellini, Marietta Mügge (text/concept); Urs Hirschi, Stefan Schmid, Yves Rückert, Alessandro Tschabold, Vincenzo Tremonte (consulting). Film production: Stories; Tobias Fueter (director); Yves Bollag (producer); Filip Zumbrunn (director of photography), Fabian Sturzenegger (sound design & mix), voiceover (Jingle Jungle), color grading (Fabian Kimoto). Media: PHD Switzerland; Peter Hüssy (Account Director).