Switzerland’s Brilliant “No Drama” Ad Campaign

Switzerland’s Brilliant “No Drama” Ad Campaign

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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?

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  1. Chris

    @ Philip Elliot

    We now that you are locked in Australia, do you will post negative thing for every country who are open to tourism ? As you do already for Greece ?
    Even if you get vaccinated already, you get the AZ vaccin, the one who don't work very well with the Indian variant.
    Other country who use mRNA vaccin seem to contain well the Indian version, like show the recent study.

    @ Philip Elliot

    We now that you are locked in Australia, do you will post negative thing for every country who are open to tourism ? As you do already for Greece ?
    Even if you get vaccinated already, you get the AZ vaccin, the one who don't work very well with the Indian variant.
    Other country who use mRNA vaccin seem to contain well the Indian version, like show the recent study.
    So keep your panic for your country.

    @Adam
    anybody with a Shengen visa can travel to Switzerland, no need any European citizenship or be resident in Europe, the country is open.

  2. Emily

    This ad is terrible but Switzerland is beautiful. Sure - it is not the liveliest destination, but that doesn't take away from the natural beauty and of course, Lucerne. My friends and I just completed our annual bike packing tour across Switzerland (yes we go back every year with our road bicycles for our own Tour de Swiss). It was even more wonderful this year without the usual number of tourists and traffic. We are...

    This ad is terrible but Switzerland is beautiful. Sure - it is not the liveliest destination, but that doesn't take away from the natural beauty and of course, Lucerne. My friends and I just completed our annual bike packing tour across Switzerland (yes we go back every year with our road bicycles for our own Tour de Swiss). It was even more wonderful this year without the usual number of tourists and traffic. We are all US citizens, but we are allowed entry despite restrictions due to our professions.

  3. ElecEngr

    Great ad with biting humor!

    DeNiro isn’t perfect, but he consistently called out 45 for a long time. He is a good example of how celebrities helped bring sanity sanity back to the White House.

  4. snic

    @Andy: "purchase at least the lunch at Migros or Coop. Both offer hot and cold quality meals at low prices, to take away."

    For those not in the know, Migros and Coop are Swiss supermarket chains. An even less expensive supermarket lunch is some bread or rolls, some excellent cheese, an apple and a bar of Swiss chocolate. The perfect trail lunch. And for breakfast, if I'm staying at a vacation rental, I buy some...

    @Andy: "purchase at least the lunch at Migros or Coop. Both offer hot and cold quality meals at low prices, to take away."

    For those not in the know, Migros and Coop are Swiss supermarket chains. An even less expensive supermarket lunch is some bread or rolls, some excellent cheese, an apple and a bar of Swiss chocolate. The perfect trail lunch. And for breakfast, if I'm staying at a vacation rental, I buy some muesli and yogurt. (Hotels in Switzerland always include breakfast, except maybe the very swanky hotels that charge you for everything.)

    The great thing about Switzerland (and actually most of Europe) is that as a tourist, it is possible to live and eat *very* well without spending a lot of money. You just have to try to live some aspects of your life like a local, such as buying lunch ingredients from a supermarket or an open-air market instead of going out to eat every day.

  5. Andy

    I like the add, but rather because of the stunning landscape …

    @Bubba: The prices are not higher than elsewhere in Europe, if you go where the locals go (i.e. amazing but less known places) and purchase at least the lunch at Migros or Coop. Both offer hot and cold quality meals at low prices, to take away.

    @Philip Elliott: Virus variants are everybody’s concern. While the Indian variant was first detected on Switzerland, there...

    I like the add, but rather because of the stunning landscape …

    @Bubba: The prices are not higher than elsewhere in Europe, if you go where the locals go (i.e. amazing but less known places) and purchase at least the lunch at Migros or Coop. Both offer hot and cold quality meals at low prices, to take away.

    @Philip Elliott: Virus variants are everybody’s concern. While the Indian variant was first detected on Switzerland, there have been very few cases since then (still in single digits). It seems well contained.

  6. German

    What do you mean the timing of this is off? Its right before the start of the European summer holiday season. Switzerland is already open to the majority of EU visitors and was extremely busy when we were there snowboarding a few weeks ago.

    This is obviously aimed at securing bucks from all the EU travellers who are itching to go on holidays without leaving the EU.

  7. Widerightv

    Do Tell, Will Tell;
    Would love to know when you meet the person and can immediately tell that the person, or the group or the community or the country is xenophobic, homophobic or any other deplorable. I will totally avoid Switzerland based on your knowledge of that country. How do you do that? How do you know such things? I wish that I was as woke as you.

  8. Widerightv

    DeNero wanting more drama??? What was edited out was when Federer recommended that Donald Trump be a part of the project. Remember that Mr. Are You Looking At Me?, called the President of the United States a pig and a dog? That’s where the “[email protected]%k y$!” Line was inserted in this silly ad.
    Robert... you’re so charming!!!
    Great Ad... and if you really think that I think that this was a good ad, you will never understand sarcasm.

  9. george

    Hello SNIC; you said it perfectly,
    I have done more than 30 hiking trips to Swiss Alps and found 3 favorite locations with an abundance of scenic hiking trails.
    By traveling in Sept it is easier to find hotel space and the prices drop from summer highs. You also avoid thunder/lightning storms and unusual heat waves that can ruin your plans.

    In Berner Oberland there are Wengen and lesser known Kandersteg.
    ...

    Hello SNIC; you said it perfectly,
    I have done more than 30 hiking trips to Swiss Alps and found 3 favorite locations with an abundance of scenic hiking trails.
    By traveling in Sept it is easier to find hotel space and the prices drop from summer highs. You also avoid thunder/lightning storms and unusual heat waves that can ruin your plans.

    In Berner Oberland there are Wengen and lesser known Kandersteg.
    In Valais the famous Zermatt plus Saas Fee beckon.
    In Engadine you find tranquil Pontresina and Sils Maria.
    If you move about the country using a Swiss Rail pass it is usually less costly than buying a ticket for each segment of travel.

  10. Jared

    Clearly a US centric advertisement that fails to acknowledge cultural nuances. One of the worst tourism ads I’ve seen.

  11. Jan

    @Adam. Well, for example some say Singapore is too modern, too nice, too sterile, but I enjoyed it very very much and ended up being my top 3 best, most memorable trips ever. Not too say Switzerland will be the same, but I am down for some "Bautiful, high quality tourism." I am tentatively eyeing a late summer Swiss tour

  12. Adam

    The "FU" comment is a joke to show how nice Swiss people are. Or not. While the Swiss might not actually use the words "FU" if you are an annoying tourist they would be much more subtle. But for this add it works.

    Americans and Brits are not required to quarantine arriving into Switzerland at the moment, but the only way you can go is if you have a European citizenship or resident card. Europe...

    The "FU" comment is a joke to show how nice Swiss people are. Or not. While the Swiss might not actually use the words "FU" if you are an annoying tourist they would be much more subtle. But for this add it works.

    Americans and Brits are not required to quarantine arriving into Switzerland at the moment, but the only way you can go is if you have a European citizenship or resident card. Europe and Switzerland will probably be open to vaccinated Americans by the summer.

    I went skiing in April for 10 days and as always loved it. I think the ad is speaking to those people who want to travel to Europe this summer but maybe not necessarily Mykonos. Switzerland is a safe bet. Beautiful. High quality tourism. Maybe not attractive to all.

  13. Philip Elliott

    The Indian variant of the covid virus was first detected in Switzerland at the end of April and it is doing what a virus does. This variant might alter things in terms of European Summer reopening regardless of a tourism advertising campaign.

    Unless of course, a tough talking Mr. De Niro can make that virus run away whimpering. Maybe we need some worldwide tourism advertising featuring John Wayne , King Kong and Tarzan to...

    The Indian variant of the covid virus was first detected in Switzerland at the end of April and it is doing what a virus does. This variant might alter things in terms of European Summer reopening regardless of a tourism advertising campaign.

    Unless of course, a tough talking Mr. De Niro can make that virus run away whimpering. Maybe we need some worldwide tourism advertising featuring John Wayne , King Kong and Tarzan to make imagine we put that virus in its place.

    How about an advertising campaign of sporting celebrities, golf stick, tennis racket, cricket bat, baseball bat in hand, uniting to hit that tourism disrupting virus out of here.

  14. Bubba

    Garou: I wouldn't say far cheaper. But certainly, I haven't met many tourists at a Combat des reines, and, to be honest, I don't understand why not.
    The ad tries to continue the Third Man cuckoo-clock myth, but it still comes out false. Yes there's drama. But, yes, you pay enough money for everything that saving a little for a product of vastly inferior quality is frowned upon. Certainly, there's a debate between those...

    Garou: I wouldn't say far cheaper. But certainly, I haven't met many tourists at a Combat des reines, and, to be honest, I don't understand why not.
    The ad tries to continue the Third Man cuckoo-clock myth, but it still comes out false. Yes there's drama. But, yes, you pay enough money for everything that saving a little for a product of vastly inferior quality is frowned upon. Certainly, there's a debate between those who want to meet deadlines and those who want to deliver a perfect product.
    And, ultimately, if I want a top-notch meal, it's cheaper next door even after I add the price of a train ticket and a hotel in France or Italy.
    In other words, Switzerland is the best country for filthy rich tourists. For the mid-range, get yourself a Garou, and at least you'll have spent your money well.

  15. Will Tell

    nature is nice and clean while urban areas are organized and safe. But the people are often xenophobic, fake smile while they can cash in your money and as soon as you turn your back they show their true face.
    Like Federer... very superficial but apparently everyone adores him.
    Go somewhere else if you want to experience authentic people!

  16. Michael

    Wasn’t there a similar advert a few years ago? Even with Federer an De Niro?

  17. Ben Dover

    Matt, good point. I also found the gratuitous profanity unnecessary and it doesn't match my image of Switzerland at all.

  18. snic

    I'd say the scenery is dramatic - the experience of visiting, though, is not. If you like hiking and mountain scenery, but don't particularly like roughing it, getting lost, or dragging a huge backpack around on your hikes, Switzerland is the absolute perfect vacation land. You can base yourself in one spot for a few days and take public transit to almost countless starting points for a different day hike every day. The efficient and...

    I'd say the scenery is dramatic - the experience of visiting, though, is not. If you like hiking and mountain scenery, but don't particularly like roughing it, getting lost, or dragging a huge backpack around on your hikes, Switzerland is the absolute perfect vacation land. You can base yourself in one spot for a few days and take public transit to almost countless starting points for a different day hike every day. The efficient and extensive public transit system is what makes that possible. And the hiking paths are incredibly well marked - it's nearly impossible to get seriously lost. I absolutely adore Switzerland and can't wait to visit again.

  19. Matt

    What the hell is the point about De Niro’s “you should have said f**k you?” What is the point of that? So insensitive to cultures that find such curse words objectionable. Stupid.

  20. MM

    I loved Switzerland, but this commercial is dumb. Poor De Niro having to do this stupid commercial to pay for his ex-wife's outrageous spending habits.

  21. mike

    At least not as annoying as De Niro's well health safety seal commercials and that is not saying much

  22. Kent

    Switzerland is a beautiful and a wonderful destination.

    This ad, however, is anything but. The only word that comes to my mind is stupid.

  23. Andreas

    Being clean, safe and organised is a great selling point to a lot of tourists. There are enough places which are polluted (eg China), unsafe (eg Brazil) and disorganised (where should I start lol).

  24. Marvin C. Garcia

    Switzerland is too much, too perfect

  25. Garou

    Totally agree - too perfect if you visit the common spots like Zermatt, Interlaken or Zurich. But - Switzerland has far more to offer; places you hardly meet anyone, untouched, stunning nature or charming towns off the beaten track. Get in touch with us locals and we‘ll be more than happy to show you a more pristine and far cheaper Switzerland than you‘d expect. Welcome!

  26. Mowogo

    Gets Switzerland to the top of people’s mind while they are planning their European vacation.

  27. Lu

    it was exactly my feeling about Switzerland, too perfect, too made-for-screensaver kind of beauty. It got a bit of boring after a while.

  28. jay

    Unless they're opening up to tourists, what's the point? It's like masturbation without the payoff.

  29. Jan

    I'm gonna be that guy then... are they reopening to Americans soon?

  30. Mitch Cumstein

    De Niro is certainly no stranger to drama. Just ask his former employee, Graham Robinson.

  31. Roman

    If De Niro is out I'm definitely in! Maybe releasing the video ahead of some surprising news in travel restriction changes?

  32. Shelby

    I’m sure there are people scrambling hard to find a reason to be offended by that video. Can’t wait to hear what they come up with. That’s a great ad.

  33. Joe Chivas

    He shouldn't worry about that. Wherever Robert De Niro goes, drama follows.

Featured Comments Load all 35 comments Most helpful comments ( as chosen by the OMAAT community ).

The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.

Chris

@ Philip Elliot We now that you are locked in Australia, do you will post negative thing for every country who are open to tourism ? As you do already for Greece ? Even if you get vaccinated already, you get the AZ vaccin, the one who don't work very well with the Indian variant. Other country who use mRNA vaccin seem to contain well the Indian version, like show the recent study. So keep your panic for your country. @Adam anybody with a Shengen visa can travel to Switzerland, no need any European citizenship or be resident in Europe, the country is open.

Emily

This ad is terrible but Switzerland is beautiful. Sure - it is not the liveliest destination, but that doesn't take away from the natural beauty and of course, Lucerne. My friends and I just completed our annual bike packing tour across Switzerland (yes we go back every year with our road bicycles for our own Tour de Swiss). It was even more wonderful this year without the usual number of tourists and traffic. We are all US citizens, but we are allowed entry despite restrictions due to our professions.

ElecEngr

Great ad with biting humor! DeNiro isn’t perfect, but he consistently called out 45 for a long time. He is a good example of how celebrities helped bring sanity sanity back to the White House.

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