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Old 17.09.2014, 16:43
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Mediocre (and that's being generous) Swiss advertising

It seems like every week I come across at least one ad in Switzerland -- on a billboard, or in a newspaper, on TV, wherever -- that makes me stop and catch my breath for its sheer ... mediocrity. What drives this trend? An innate desire for truthfulness? Lack of competition? A nationwide creative bypass?

A couple of years ago, I saw a poster ad for the banquet services of a hotel in Zürich. It featured a large, sombre (almost monochromatic, but there was nothing artistic about it) photograph of an almost-empty ballroom with a few tables -- completely devoid of accoutrements such as tablecloths, cutlery, flowers, or any of the other little details that make or break a function venue. Just the sort of thing to attract my custom!

Here's an advertisement that Basel buses have been carrying for a while now. In its favour, I guess it's clear what's being advertised. What I don't understand is why the advertiser thought that everyone who uses public transport or for that matter, any other form of road transport, may be interested in renting some skips in assorted sizes. Surely there is a more targeted (and cheaper) way of reaching the firm's potential customers? Again, though, I appreciate the adherence to the "truth in advertising" concept: "If you want to rent a skip to dump your construction waste, don't expect it to be shiny and new!" The net result, though, is an ad that looks like, well ... the back of a bus.

Have you seen other examples of fantastically mediocre advertising in Switzerland?
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Old 17.09.2014, 16:48
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Re: Mediocre (and that's being generous) Swiss advertising

The Swiss version of British Cinema pre-movie advertising circa 1982



(Just around the corner from this theatre)
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Old 17.09.2014, 16:57
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Re: Mediocre (and that's being generous) Swiss advertising

Maybe not in the same vein, but I once saw a tour bus in Romont from www.ankertours.ch (or something like that).
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Old 17.09.2014, 17:05
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Re: Mediocre (and that's being generous) Swiss advertising

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Have you seen other examples of fantastically mediocre advertising in Switzerland?
Looks like they have now targeted way more people, despite having a mediocre advert...

Now everyone reading that post knows about that company and it's activity.

Seems their (alleged) strategy is working :P
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Old 17.09.2014, 17:06
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Re: Mediocre (and that's being generous) Swiss advertising

Since when has originality and creativity been priorities here?

We could be picking on random examples of where that shows, advertising, Manor public announcements, mags, banners, political campaigns, etc etc.

One has to start from scratch to feed inventive, original, creative, not robotic, not prechewed...with kids. I had a creche saying their priority is returning clean kids to parents. Buh.

It's a bit soc real, true. 1980s.
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Old 17.09.2014, 17:09
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Re: Mediocre (and that's being generous) Swiss advertising

My most hated advertising term: Anspruchsvoll.

From advertising real estate to restaurants to Rüebli (Whisky Tango Foxtrot? Carrots for the discerning customer?) the word just gets under my skin. All sorts of nasty undertones wrapped up as a virtue. When all else fails, pitch it as Anspruchsvoll.

/rant.
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Old 17.09.2014, 17:17
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Re: Mediocre (and that's being generous) Swiss advertising

I know how we will sell the sofa Rolf. We will get a 50CHF hooker to lie on top of it!




Last edited by 22 yards; 17.09.2014 at 17:20. Reason: Resized ginormous photograph
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Old 17.09.2014, 17:18
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Re: Mediocre (and that's being generous) Swiss advertising

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My most hated advertising term: Anspruchsvoll.
= superior or upmarket (or high quality), for those across the Röstigraben. It's all about Swiss Quality here!
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Old 17.09.2014, 17:18
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Re: Mediocre (and that's being generous) Swiss advertising

The easier advertising is to ignore the better in my book.

I do love the ornate old iron/wood signs attached to houses in towns here from hundreds of years ago. Kind of like pub signs in UK but key-smith or butchers or whatever.
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Old 17.09.2014, 17:20
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Re: Mediocre (and that's being generous) Swiss advertising

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I know how we will sell the sofa Rolf. We will get a 50CHF hooker to lie on top of it!

http://i.imgur.com/70jzsfAl.jpg
Tell her to get her damn shoes off my sofa!
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Old 17.09.2014, 17:25
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Re: Mediocre (and that's being generous) Swiss advertising

And while I'm in a ranting mood:

Those jarring digital billboards that mar the approach to the lovely old town of Rapperswil SG. The ancient castle, the serene lake, the picture-postcard cobblestone streets... and those flashing neon monstrosities.

For a town that builds it's reputation (and a good chunk of income) on it's historic charm - what on earth were they thinking?
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Old 17.09.2014, 17:36
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Re: Mediocre (and that's being generous) Swiss advertising

The morbid truth about Swiss adverts that I heard more than once, is that less flashy and colorful and more luck luster they are, better they are accepted by the local market. This came from several Swiss marketing agents who looked at our charity website and common comment on our logo was too much richness. Apparently the Swiss like it simple, succinct, dull, to the point not too live and without expression so we better redesign to reach out the local taste.
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Old 17.09.2014, 17:42
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Re: Mediocre (and that's being generous) Swiss advertising

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And while I'm in a ranting mood:

Those jarring digital billboards that mar the approach to the lovely old town of Rapperswil SG. The ancient castle, the serene lake, the picture-postcard cobblestone streets... and those flashing neon monstrosities.

For a town that builds it's reputation (and a good chunk of income) on it's historic charm - what on earth were they thinking?
Absolutely, and in similar vein, the slew of garish commercial signs (including one for the "Happy & Mad Dance Club") aimed at drivers on the A1 that ruin the picture postcard view of the castle halfway up the mountain near Egerkingen, in Solothurn.
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Old 17.09.2014, 17:43
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Re: Mediocre (and that's being generous) Swiss advertising

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The morbid truth about Swiss adverts that I heard more than once, is that less flashy and colorful and more luck luster they are, better they are accepted by the local market. This came from several Swiss marketing agents who looked at our charity website and common comment on our logo was too much richness. Apparently the Swiss like it simple, succinct, dull, to the point not too live and without expression so we better redesign to reach out the local taste.
Dude, it was just too much.
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Old 17.09.2014, 17:50
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Re: Mediocre (and that's being generous) Swiss advertising

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I know how we will sell the sofa Rolf. We will get a 50CHF hooker to lie on top of it!



Now where can I find a hooker like that for 50chf?
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Old 17.09.2014, 18:04
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Re: Mediocre (and that's being generous) Swiss advertising

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Now where can I find a hooker like that for 50chf?
Put an advert out saying you want to sell a sofa?
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Old 17.09.2014, 18:21
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Re: Mediocre (and that's being generous) Swiss advertising

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The morbid truth about Swiss adverts that I heard more than once, is that less flashy and colorful and more luck luster they are, better they are accepted by the local market. .
Nothing wrong with that in my opinion. In fact I admire this fact (I hate to see flashy ads everywhere, funny/intelligent or not), and I wouldn't extrapolate the way ads are done here to Swiss creativity or originality in general. What?
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Old 17.09.2014, 18:47
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Re: Mediocre (and that's being generous) Swiss advertising

Swiss advertising often makes me cringe

However, if you compare to England, where advertising is 1000000x better- we also need to compare the education systems (and not just Switzerland, but Europe in general). In the UK, students can study design for GCSE (age 14-16) and get a qualification if this. Students can then go on to Upper secondary Education doing a combination of art, design and It Design, if they wish to, and then go on to do design at Uni. Here, and in Europe in general, Design is not a subject at secondary school or for A'Level (alternative to Bac/matu- but where students only study 4 subjects at AS (age 16/17) and then 3 subjects only for final A'Levels (age 17/18). It makes a huge difference.
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Old 17.09.2014, 18:53
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Re: Mediocre (and that's being generous) Swiss advertising

I don't know about anyone else but to me, creativity by and large comes from the heart. It can't only be down to creative or lack thereof of educational opportunities.

There are many highly successful designers and other creatives who've had little to no formal training in their field whatsoever.
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Old 17.09.2014, 18:54
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Re: Mediocre (and that's being generous) Swiss advertising

for some reason i shiver when hearing the word "rabatt". i really like the meaning of the word, but the sound is sort of like nails on chalkboard.

well, thought i would just throw that in here
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