This Switzerland Tourism Ad Contains No Dialogue, but a Clear Message
Jonathon Brown — January 3, 2013 — World
References: youtu.be & ibelieveinadv
Time means nothing in this Switzerland tourism ad. In a well orchestrated, dialogue-free advertisement promoting travel to Switzerland this winter, the camera follows two elderly men as they travel around the country removing clocks from various places. What makes this Switzerland tourism ad work so well internationally is it doesn't rely on language to convey its message.
As the men travel to the ends of the country, they climb high ladders and remove ticking hands from church clocks. They go into people's homes and businesses and collect their clocks. After each visit they pile all the clocks into their buggies. The entire time a rooster is watching them go from place to place. After they've collected all the clocks, they put a sign in the snow that shows a line through a rooster (meaning no roosters to wake people up).
The ad ends with "We do everything for a relaxing winter holiday."
As the men travel to the ends of the country, they climb high ladders and remove ticking hands from church clocks. They go into people's homes and businesses and collect their clocks. After each visit they pile all the clocks into their buggies. The entire time a rooster is watching them go from place to place. After they've collected all the clocks, they put a sign in the snow that shows a line through a rooster (meaning no roosters to wake people up).
The ad ends with "We do everything for a relaxing winter holiday."
Trend Themes
1. Dialogue-free Advertising - Opportunity for businesses to communicate their message to a global audience without language barriers.
2. Timeless Marketing - Opportunity for businesses to create marketing campaigns that play with the concept of time to stand out from the competition.
3. Nostalgia Marketing - Opportunity for businesses to use nostalgia as a way to connect with their target audience and evoke positive emotions that can lead to higher engagement and sales.
Industry Implications
1. Tourism - Opportunity for tourism companies to create ads that focus on experiences rather than language to appeal to a wider international audience.
2. Marketing and Advertising - Opportunity for marketing and advertising agencies to use storytelling and creative concepts to reach audiences without relying on language.
3. Interior Design - Opportunity for interior design companies to use clockless decor as a design trend that can be marketed as a way to create more relaxing atmospheres in homes and businesses.
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