A Spring campaign called ‘The Grand Train Tour’ by Swiss Tourism saw the country’s tourist board again team up with Switzerland’s biggest sports star and tennis legend Roger Federer who is paired with South African comedian Trevor Noah and sent to explore the country’s picturesque landscape and promote tourist train travel.
The tennis icon and comedian engage in playful banter based around why tourism commercial don’t need to be funny, before mistakenly boarding the wrong train (while their film crew get onto a carriage across the platform) for the self-described ride of a lifetime. The meta-comedy commercial showcases the country’s stunning landscape – including mountains, lakes and Unesco World Heritage Sites – and the many things Switzerland has to offer tourists.
Conceived by creative agency Wirz Communications, produced by TUNA in association with SMUGGLER and helmed by Oscar-winning Director Tom Hooper, the campaign was spearheaded by a lead spot called ‘Grand Train Tour of Switzerland: The Ride Of A Lifetime’ which dropped on 30 March.
The hero commercial was supported by additional film content including a ‘Train-terview’ and a behind-the-scenes video as well as social content linked through the hashtags #ineedswitzerland, #rideofalifetime and #grandtraintour.
The campaign was briefed in by and created for a client marketing team at Switzerland Tourism which included Chief Marketing Officer André Hefti, Campaign Director Martin Pally and Campaign Manager Janine Allemann by a group at creative agency Wirz Communications Chief Creative Officer Livio Dainese and Creative Director Jan Kempter.
Production was by Tuna Productions with SUMGGLER, post production and VFX was handled by The Post Arm, editing was by White House Post and sound by Leyland Music and 750mph.
Comment
The spot is the latest long-form film offering from Swiss Tourism which again showcases the success of blending smart writing, nuanced direction and natural celebrity performances.
It follows on from previous Federer fronted campaigns which included 2022’s award-winning work with actor Anne Hathaway.
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