Publicis launches premium campaign for Swiss Premium Economy

Back in February of this year, Swiss began upgrading its long-haul fleet with a new Premium Economy Class. This offers guests more comfort, more options for menu selection, larger screens and numerous other advantages, which are now to be brought to the attention of a broad target group with a large-scale launch campaign.

The centerpiece of the campaign is the TV spot, which takes place in a Boeing 777 - and was shot above the clouds on the way to Miami.

Pleasure you can hear

The main actor of the film stages the advantages of the new Swiss Premium Economy by observing his fellow passengers enjoying them. In the process, he also "slips" into their roles and speaks their lines on behalf of them: their clearly audible reactions to the advantages of the new travel class. Why he does this also has to do with a new offer: Travelers in Premium Economy Class can immerse themselves undisturbed in their entertainment program on their flight by means of free noise-canceling headphones.

Thus, the welcome drink, the larger menu selection, the large screen, the increased comfort and the headphones become the real protagonists of the commercial.

Turn at cruising altitude

The film shoot took place on a normally operating scheduled flight from Zurich to Miami, as David Lübke, creative director at Publicis, explains: "Being able to shoot in relatively limited space and with regular passengers at 30,000 feet was of course extremely exciting. But it was also a real challenge for the production: We had ten hours of flight time and not a minute longer, so everything had to sit right from the start. At least, high above the clouds, for once we didn't have to worry about getting enough sun. One thing's for sure: It was one of the most unusual shoots we've ever had."

The international campaign started on Sunday and can be seen on TV and online in Switzerland.

Responsible at Swiss: Stefan Vasic (Head of Marketing), Cornelia Späth (Head of Marketing Communication Campaigns), Roman Glauser, Kim Vetter (Project Manager Marketing Communication Campaigns). Responsible at Publicis Zurich: David Lübke (Creative Director), Priska Meyer (Senior Art Director), Anatole Comte (Art Director), Desiree Stocker (Copywriter), Yoel Inderbitzin, (Graphic Designer), Gvozden Milosevic (Graphic Learner), Sandro Looser (Client Service Director), Adrianna von Moos (Account Director). Advertising production: Prodigious; Production: Markenfilm, Esteban (Director/Photography), Pepe de liébana (DoP), Michael Gloor, Florian Studer (Producer), Jingle Jungle (Soundtrack), Media: Mindshare.