While lots of tourism boards spend money on advertising, it’s rare that these campaigns get widespread attention and are objectively well produced. Well, Switzerland’s new “No Drama” ad is an exception.
Swiss tennis champion Roger Federer has become an unpaid tourism ambassador for his home country, and he stars in a new 90 second ad alongside legendary actor Robert De Niro.
In the ad, Federer tries to convince De Niro to film a movie in Switzerland, pointing out how pure, impressive, and beautiful it is. But De Niro doesn’t like it, pointing out that there’s “no drama” there, as it’s just too perfect. It’s a funny angle, and an unconventional approach to promoting a destination.
You can see the short film here:
I think it’s safe to say that this has been popular, as it has been viewed nearly 18 million times since being unveiled a week ago.
That being said, the timing of this being released is questionable, with Switzerland currently being closed to a vast majority of visitors. I guess the country hopes that people will remember this ad when it comes time to plan travel, though it seems to me like it could have made sense to wait a while longer to release this.
What do you make of Switzerland’s new “No Drama” ad?