The Swiss Tourism Board has created a tv-spot "for women only". The video (opens .mpg) shows a series of good-looking and kind of sexy men welcoming the viewer to the country.

As explained on Persoenlich (in German) the campaign idea is to target the wives of the men who will go crazy next June watching the World Football Championship. The campaign will mainly run in Germany and France, but also in other European countries.

While your man drinks beer, watches 22 men running after a ball, and yells at the referee, come to Switzerland and enjoy its natural beauties... An unusal but smart idea to promote a country!

Maybe it's my cold clouding my judgment, but it does give me a feeling of the 'yes, let's make fun once again of the cliché man/woman differences' approach. I had kind of hoped we were past that. Or am I just trying too hard to prove that the 'new man' exists? ;-D

Posted by: Serge at January 7, 2006 09:32 AM

While I appreciate a good looking man - this type of advertising is sexist and insulting.

Posted by: Kristin at January 8, 2006 10:55 PM

Nice. They know exactly what women want...

Posted by: Daphne at January 10, 2006 03:56 PM

Go Switzerland, go! both at the Football World Championship as well as with female guests during this summer. But please don’t forget that there are also older men welcoming tourists to Switzerland for other (… and the same) reason. Welcome to Switzerland, and particularly to “Ticino, The Italian Flair of Switzerland”.
Gene

Posted by: Gene at January 13, 2006 01:15 PM

As Paris Hilton would say: "That's hot!"

Posted by: Just me at January 16, 2006 04:26 AM

i'm not paris hilton, but still i think: "that's hot"...

I leave near switzerland, but i've never seen such guys around!!é pubblicità ingannevole!!!!

Posted by: Sabina at May 15, 2006 07:57 PM