Pam for Smile: Alleged sexism and a sideswipe at the competition
For Smile's fall campaign, PAM has come up with new subjects in its usual provocative style. One of them called the Fair Trading Commission to the scene, another takes the competition for a ride - but they take it with humor.
In the Switzerland-wide fall campaign, five new subjects focus on Smile's insurance offering on posters, digital outdoor screens, online and social media.
One of the posters even attracted the attention of the Fair Trading Commission: a complaint was lodged against the motif "Ex getroffen. Mit Auto." ("Ex met. With car.") was the subject of a complaint on the grounds of alleged sexism. In the Tages-Anzeiger article about the poster, however, the head of the equality office of the city of Zurich explained that it was not a sexist statement, since "Ex getroffen" included both "Den Ex" and "Die Ex". It was also considered unproblematic by the majority of online readers, which was reflected in the Comments reflected.
Another motif pokes fun at competitor Die Mobiliar and its famous damage sketches with the headline "Smile insures Mobiliar even without a damage sketch". The motif was placed next to Mobiliar posters and Mobiliar branches. It was also used as a mega-poster in Zurich's main train station. Mobiliar took it with humor, as a LinkedIn post shows. In it, Mobiliar wrote: "Nice, do our damage sketches make you smile too."
Responsible at Smile: Pierangelo Campopiano (CEO), Joséphine Chamoulaud (CMO), Ivana Gonzalez (Marketing Strategist Europe); Fabienne Braunschweiler (Brand & Communication Manager Europe); responsible at PAM Advertising: Parvez Sheik Fareed, Miro Pfister (overall responsibility and creative direction); responsible at nova impact (media agency): Sandra Fehr (Managing Partner), Marcel Bieri (Senior Media Consultant).
