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Roger Federer teams up with Robert DeNiro in a new Switzerland Tourism campaign
By Meredith Carey
Here's a pairing we didn't see coming: Robert DeNiro and Roger Federer. Ask the Swiss tennis star, recently named the new brand ambassador for Switzerland Tourism, and he'd say the same. 'I am a huge fan of his so I couldn't believe he said yes to the campaign,' says Federer, who calls up the Hollywood actor in a new advert spotlighting Switzerland's spectacular beauty.
The short film, which premieres exclusively across editions of Condé Nast Traveller worldwide today, features the unlikely duo, split between New York City and Zermatt , with a guest appearance from the towering Matterhorn.
To Federer, who has long been an outspoken advocate for his home country, Switzerland is an obvious choice for post-pandemic trips. For one, you can enjoy most of the country in a week or so. 'Usually when you go to Australia or America , you need at least a few weeks to visit, and you always have to go back many, many times,' he says. 'Give it a good week or two here, and you're gonna get a really good idea about Switzerland as a whole. You get to see the four different languages, the four different cultures, and how different every place is from the other – and you're only driving maybe an hour between [each place].'
And the outdoors is where Switzerland shines, Federer says, reminiscing about summer hikes near his home in Graubünden and beyond. We caught up with him to hear all about his Swiss must-sees, the villages he wants families to visit with their kids, and the incredible view from the Zermatt villa featured in his advert with DeNiro.
The EU recently announced it’ll likely be opening up to Americans this summer, Switzerland included. What are your favourite underrated summer spots?
I think a lot of people underestimate the mountains as a good place to go [in the summer]. I live in the mountains so I love the summer as much as I love the winters, because we have [something like] 40,000 miles of hiking trails in Switzerland and it's also amazing for biking.
We're also very proud of our lakes and rivers. I think Ticino, the Italian-speaking part, lends itself very well to a beautiful summer trip. A lot of people from the Swiss-German part travel down to the Italian-speaking part because it's really a hidden gem. People know about it here in Switzerland, but not on a worldwide level.
I once heard a rumour – I don't know if it's true – that wherever you stand in Switzerland, you’re within 10 minutes of a lake, so there is always a place where you can cool off or take a dip. Lake Lucerne is beautiful, and it’s probably overall my favourite bigger lake in Switzerland. And Bodensee, which is Lake Constance, in the north, where my wife actually grew up, has some beautiful spots. And then of course, some of my favourites are mountain lakes, which are obviously very cold but they are so beautiful to look at. Those are the ones that get put on postcards. I could rave about hiking and mountains a lot, but I really think our little cities are incredibly cute. People underestimate how easy and accessible they all are. Visiting Swiss cities is always a joy as well.
Are there family-friendly Swiss cities you like to visit with your kids?
The good thing about travelling to Switzerland with children [is that] it won't get boring. You have a bit of everything. I live outside Zurich , which is the biggest city in Switzerland, and if you need to get away from the hustle and bustle, you can drive 15 minutes and you're in the countryside. We have great museums and we have great food as well, and our big cities are not that big, so walking around doesn't destroy you by the end of the day.
If I was a tourist coming to Switzerland with kids, I also would want to experience the villages, which are incredibly cute. You have the fountain here, the one little bakery there, the church here, and then you have a couple of farmhouses here and there, and you can just walk through it all in five minutes. In the summer, you should really go to the Bernese villages such as Gstaad or Appenzell, which is in the north near Liechtenstein and Austria. It seems like the clock has stood still.
You just mentioned food – what is one Swiss dish that you think people are missing out on?
I always love coming back to Switzerland because I miss its food. Of course I love the Italian and the Mexican and the Peruvian foods. You name it, I love it. But there's nothing like Swiss food. For me, it’s all about the fondue and the raclette. I also love basler läckerli , from Basel, my hometown, and rösti with cordon bleu. Oh, and the dried meat is also very iconic – the bündnerfleisch is so great.
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Sarah James
Charley Ward
As the new ambassador for Switzerland Tourism, you filmed a short ad and called Robert DeNiro from a stunning villa with a view of the Matterhorn – can you spill on where that was?
That was in Zermatt. I actually had not been to Zermatt since I was 16 or 17, when I played a tennis tournament there in the summer. I've always wanted to go back. Swiss Tourism reached out to me about the film and said, We would like to shoot in Zermatt. So I brought my kids and took two days off with my family [after the shoot]. We had the best weather, as you can see in the advert, and we did all of the trains and took the gondolas to top of the mountains, and did [dog sledding] with huskies. It's so iconic. You just keep on looking up at the Matterhorn, going, ah, this is just so good.
You’re making a pretty good case for Switzerland, but in your own travels, is there anywhere – particularly in the UK – that you’re hoping to check off your bucket list soon?
Everybody knows London is the go-to place, but across the UK, I would love to go to Scotland . Not because of Andy Murray, per se – but, of course, if he's around, I’ll go and say hi. With all its castles and the Highlands and that vast nature, it’s a place I would love to visit. It's a bit wet, but that’s fine with me.
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Box office smash
A chalet in Zermatt, Roger Federer is on the line with Robert De Niro: the scene is set for the viral hit “No Drama”.
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“Fantastic video”, “The team who worked on this video did a great job”, “Honestly this is one of the best travel ads I’ve ever seen”, “The GOAT and the GOAT have spoken. Go to Switzerland”: the reactions of YouTube users to the short film starring Roger Federer and Robert De Niro tell their own story. There was also a lot of praise from the industry and from politicians. “A great job!”, declared Bernt Maulaz of HotellerieSuisse, while Urs Widmer of SECO called it “Oscar-worthy!” Switzerland Tourism ST used the short film “No Drama” to further advance the marketing campaign that began with the announcement of Roger Federer as ST’s new brand ambassador in April 2021.
Roger Federer helps ST achieve its most successful film ever
The short film was released on social media and quickly went viral. With more than 52 million views on YouTube alone, it is ST’s most successful film to date. The orchestrated media relations work at the 34 international offices around the globe further expanded its reach, helping Switzerland to stand out from the international competition as a holiday destination. The film was discussed in 440 media stories worldwide, including in Forbes , New York Times and Condé Nast Traveller , plus key media in Switzerland such as NZZ , Tages-Anzeiger , Blick , 24heures and Swiss television ( French-speaking , German-speaking and Ticino regions ). In all, the film triggered 463 million media contacts – a record for ST.
A self-mocking clip: Robert De Niro on this boringly perfect country
Hollywood legend Robert De Niro is seen on a call, turning down an invitation from Roger Federer to collaborate on a film project about Switzerland. As André Hefti, Head of Marketing & Productions at ST, explains, “Everything started from the strong partnership with Roger. These days, however, even having a star on board is no longer a guarantee that people will voluntarily watch an advert. The idea that our partner agency Wirz came up with – a self-mocking clip about our boringly perfect country – plus the smart dissemination by the media specialists at Sir Mary was definitely the right recipe. It truly enabled us to grab the attention of an international audience for Switzerland as a holiday destination.”
Advertising industry recognition
For Roger Federer, working with the two-time Oscar winner was a once-in-a-lifetime experience: “I have admired Robert De Niro’s work for a long time, but I wasn’t sure whether he would agree to take part in our project. I am delighted that it actually worked out.” The film was shot (German only) in autumn 2020 in Zermatt and New York. Advertising industry recognition soon followed: the video made it onto the Cannes Lions top 10 YouTube ads , a list of the most-watched ads. No Swiss advert had ever achieved that before. ST also won several awards, including the Marketing Excellence Award 21 in the SME category and Gold at the Edi Swiss advertising and commissioned film awards.
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Roger Federer Teams up with Robert DeNiro in a New Switzerland Tourism Campaign
By Meredith Carey
Here's a pairing we didn't see coming: Robert DeNiro and Roger Federer . Ask the Swiss tennis star, recently named the new brand ambassador for Switzerland Tourism , and he'd say the same. “I am a huge fan of his so I couldn't believe he said yes to the campaign,” says Federer, who calls up the Hollywood actor in a new commercial spotlighting Switzerland's spectacular beauty.
The short film, which premieres exclusively across editions of Condé Nast Traveler worldwide today, features the unlikely duo, split between New York City and Zermatt, with a guest appearance from the towering Matterhorn.
To Federer, who has long been an outspoken advocate for his home country, Switzerland is an obvious choice for post-pandemic trips. For one, you can enjoy most of the country in a week or so. “Usually when you go to Australia or … America, you need at least a few weeks to visit, and you always have to go back many, many times,” he says. “Give it a good week or two here, and you're gonna get a really good idea about Switzerland as a whole. You get to see the four different languages, the four different cultures, and how different every place varies from the other—and you're only driving maybe an hour between [each place].”
And the outdoors are where Switzerland shines, Federer says, reminiscing on summer hikes near his home in Graubünden and beyond. We caught up with him to hear all about his Swiss must-sees, the villages he wants families to visit with their kids, and the incredible view from the Zermatt villa featured in his commercial with DeNiro.
The E.U. recently announced it’ll likely be opening up to Americans this summer, Switzerland included. What are your favorite underrated summer spots?
I think a lot of people underestimate the mountains as a good place to go [in the summer]. I live in the mountains so I love the summer as much as I love the winters, because we have [something like] 65,000 kilometers of hiking trails in Switzerland and it's also amazing for biking.
We're also very proud of our lakes and rivers. I think Ticino, the Italian-speaking part, lends itself very well for a beautiful summer trip. A lot of people from the Swiss-German part travel down to the Italian-speaking part because it's really a hidden gem. People know about it here in Switzerland, but not on a worldwide level.
I once heard a rumor—I don't know if it's true—that wherever you stand in Switzerland, you’re within 10 minutes of a lake, so there is always a place where you can cool off or take a dip. Lake Lucerne is beautiful, and it’s probably overall my favorite bigger lake in Switzerland. And Bodensee, which is Lake Constance , in the north, where my wife actually grew up, has some beautiful spots. And then of course, some of my favorites are mountain lakes, which are obviously very cold but they are so beautiful to look at. Those are the ones that get put on postcards. I could rave about hiking and mountains a lot, but I really think our little cities are incredibly cute. People underestimate how easy and accessible they all are. Visiting Swiss cities is always a joy as well.
Are there family-friendly Swiss cities you like to visit with your kids?
The good thing about traveling to Switzerland with children [is that] it won't get boring. You have a bit of everything. I live outside of Zurich , which is the biggest city in Switzerland, and if you need to get away from the hustle and bustle, you can drive 15 minutes and you're in the countryside. We have great museums and we have great food as well, and our big cities are not that big, so walking around doesn't destroy you by the end of the day.
If I was a tourist coming to Switzerland with kids, I also would want to experience the villages, which are incredibly cute. You have the fountain here, the one little bakery there, the church here, and then you have a couple of farmhouses here and there, and you can just walk through it all in five minutes. In the summer, you should really go to the Bernese villages like Gstaad or Appenzell, which is in the north near Liechtenstein and Austria . It seems like the clock has stood still.
You just mentioned food—what is one Swiss dish that you think people are missing out on?
I always love coming back to Switzerland because I miss its food. Of course I love the Italian and the Mexican and the Peruvian foods. You name it, I love it. But there's nothing like Swiss food. For me, it’s all about the fondue and the raclette. I also love basler läckerli, from Basel, my hometown, and rösti with cordon bleu. Oh, and the dried meat is also very iconic—the bündnerfleisch is so great.
Katie Jackson
Jessica Chapel
Meredith Carey
As the new ambassador for Switzerland Tourism, you filmed a short ad and called Robert DeNiro from a stunning villa with a view of the Matterhorn—can you spill on where that was?
That was in Zermatt. I actually had not been to Zermatt since I was 16 or 17, when I played a tennis tournament there in the summer. I've always wanted to go back. Swiss Tourism reached out to me about the film and said, We would like to shoot in Zermatt. So I brought my kids and took two days off with my family [after the shoot]. We had the best weather, as you can see in the commercial, and we did all of the trains and took the gondolas to top of the mountains, and did [dog sledding] with huskies. It's so iconic. You just keep on looking up at the Matterhorn, going, ah, this is just so good.
You’re making a pretty good case for Switzerland, but in your own travels, is there anywhere—particularly in the U.S.—that you’re hoping to check off your bucket list soon?
I would love to visit Yosemite National Park . There are so many parks—the Grand Canyon, you name it—but I've heard so many nice things about Yosemite so that will be my go-to place to visit next.
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Roger Federer and Robert De Niro Come Up Aces for Swiss Tourism
Roger Federer courts Robert De Niro on behalf of Tourism Switzerland in an amusingly meta ad from Wirz BBDO and director Martin Werner that quickly went viral after launching last week.
Tennis god Federer—he's won 20 major titles—calls two-time Academy Award winner De Niro and pitches ideas for a travel commercial. The Swiss icon's talkin' to you , Bobby! And Federer's concepts sound great. So scenic and soothing. So stop complaining already!
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De Niro: "You've got your mountains, your ski resorts, your charming little towns, your green valleys. There's no drama. No drama at all! ... I'm a certain kind of actor. I need an edge—conflict jeopardy. Switzerland is just too perfect!"
Bob drops an F-bomb and suggests profanity would spice up a Swiss tourism commercial. (Fuck, yeah!) But Rog has his own script ideas.
Federer: "How about the two of us on this special mission? We ski down the slope..."
De Niro: "What? We're skiing down a slope together?"
Federer: "We go sky diving..."
De Niro: "Come on..."
Federer: "...then we land on these fields, and the cows are grazing..."
It's an offer the D-Man can readily refuse.
Some ad watchers have zinged Federer through the years for his wooden acting. (These are narrow-minded, self-important people cut by their middle-school tennis teams!) Here, however, Roger is perfectly cast and fires nothing but aces. De Niro's De Niro, cantankerous throughout, the perfect comic foil.
Both GOATs knowingly lampoon their respective good-guy/bad-ass images, generating 90 seconds of Alpine delight, capped off by a Tom Hanks joke. Burn! (Or, in this case, Bern!)
"No Drama" ranks among the top tourism ads in recent memory. It cannily communicates that as travel resumes worldwide, Switzerland offers charms to restore heart and soul after so much Covid drama.
"We wanted to find a story that allows us to bring across our undramatic message," Wirz BBDO creative chief Livio Dainese tells Muse. "So, we came up with the idea to partner gentleman sportsman Roger Federer with Robert de Niro, the godfather of dramatic movies. Fortunately, both loved the idea."
The team shot each star separately, "first Mr. De Niro in New York, and then Roger Federer in a beautiful chalet in the Swiss mountain village of Zermatt," Dainese says. "Roger and Robert talked about the whole film beforehand, of course. They also came up with their own ideas—as you can see when Mr. De Niro decided to wear his beautiful home office shorts." (Yeah, you can't unsee that.)
Federer proved to be quite down to earth, says Dainese.
"We were all busy preparing on the shooting day, and suddenly this guy appears and says, 'Hi, I'm Roger.' No 20 assistants, no limousine, no whatsoever. Roger just walked from his hotel room straight to the location. See, that's how safe it is in Switzerland!"
Indeed, no drama at all.
Switzerland Tourism: André Hefti (Marketing Director), Martin Pally (Marketing Manager), Dominic Stöcklin (Head of Social Media), Pascal Bloch (Visual Concept Manager), Daniela Chiani (Project Manager), Alexandra Weber (Head of Digital Marketing), Markus Berger (Head of Corporate Communications)
Wirz BBDO: Livio Dainese, Alain Eicher, Johannes Raggio, Jannic Mascello, Elise Smidt, Elena Gabriel (Creation); Cosima Lang, Laura Saner (Storyline); Erasmo Palomba (Agency Producing); Simone Jehle, Janna Löhr (Consulting); Rahel Signer (Media Implementation); Pumpkin Film (Film Production); Sonja Brand (Executive Producer); Julia Illig (Producer); Nicolai Monberg (Edit); Martin Werner (Direction); Manuel Ruiz (NYC), Jan Mettler (CH) (Director of Photography); Ballad (Music and Sound design); Per Kasch (Photography); BaconX und Südlicht (Image Processing)
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Roger federer tries giving de niro an offer he can't refuse in new swiss tourism ad, the short from swiss agency wirz bbdo is one of federer's first duties as switzerland's tourism ambassador.
Inspiration meets innovation at Brandweek , the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save .
As international travel slowly becomes reality again, Switzerland’s tourist board released a short film featuring double Oscar winner Robert De Niro and Tennis legend Roger Federer to persuade lockdown-weary travelers to rediscover the picturesque Alpine country in the middle of Europe.
Created by Swiss agency Wirz BBDO and directed by Martin Werner in both the Swiss town of Zermatt and New York, the 90-second film called “No Drama” will be fronted by Federer, a Swiss national who became the ambassador for Swiss Tourism in March.
In the film, Federer is on a call with De Niro trying to convince the actor to make a film in Switzerland, a role De Niro isn’t sure he’s right for. The pair look out of their apartment windows to see very different sights, with Federer admiring his hilltop view as he relaxes.
“Switzerland offers spectacular and untouched nature for its guests,” said André Hefti, head of marketing at Switzerland Tourism, in a statement. “And this nature can be reached quite easily, comfortably and also on time. This makes Switzerland the perfect vacation destination.”
The ad campaign plays to the core advantage of Switzerland, that it’s a place where you “really want to relax,” said Hefti. “If you really want to escape from everyday life, if you really want to get back to everyday life full of energy, then you need more than vacations. Then you need Switzerland.”
The piece will run on YouTube and digital channels only, targeting markets such as the U.S., the U.K., Germany, France, Italy, the BeNeLux Union and Gulf states.
More projects ahead
As an ambassador, Federer will front more projects to promote Switzerland in the future. A new website called “Roger’s Choice” on the MySwitzerland website highlights places and things to do as recommended by the record-breaking athlete.
Media planning and buying for the campaign is being handled by SirMary.
Switzerland Tourism: André Hefti (Head of Marketing & Productions), Martin Pally (Marketing Manager Summer & Autumn), Dominic Stöcklin (Leiter Social Media), Pascal Bloch (Visual Concept Manager), Daniela Chiani (Project Manager Marketing Summer)
Wirz BBDO: Livio Dainese, Alain Eicher, Johannes Raggio, Jannic Mascello, Elise Smidt, Elena Gabriel (Kreation); Cosima Lang, Laura Saner (Storyline); Erasmo Palomba (Agency Producing); Simone Jehle, Janna Löhr (Beratung); Rahel Signer (Medienrealisation)
Pumpkin Film (Filmproduktion); Sonja Brand (Exec. Producer); Julia Illig (Producer); Nicolai Monberg (Edit); Martin Werner (Regie); Manuel Ruiz (NYC), Jan Mettler (CH) (Director of Photography); Ballad (Musik und Sounddesign); Per Kasch (Fotograf); BaconX und Südlich-t (Bildbearbeitung
Robert De Niro Is the World’s Most Obnoxious Moviegoer in This Bank Ad
Stephen Lepitak
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Stephen is Adweek's Europe bureau chief based in Glasgow.
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WATCH: Roger Federer & Robert De Niro Team Up For A ‘Fuck You’ Swiss Tourism Ad
As the newly-appointed ambassador for Switzerland Tourism, 20-time Grand Slam champion – Roger Federer – has enlisted the help of iconic New Yorker – Robert De Niro – to create what is intended to be a viral ad. In the promotional video initially posted by the tennis superstar himself, Feds can be seen answering a call from De Niro against the picturesque backdrop of a sun soaked Zermatt villa with a brief cameo from the Matterhorn, before the unlikely duo have a tongue-in-cheek exchange about how Switzerland is “too perfect.”
“Roger, I’m a certain type of actor. I need conflict… Jeopardy,” says The Irishman actor. “OK, how about the two of us on this special mission?” responds Federer.
RELATED: Kazakhstan Goes Full Borat & Adopts “Very Nice” As Official Tourism Slogan
At the risk of spoiling what you’re about to witness firsthand anyways, the video ends with De Niro backing out of the proposal and suggesting a certain actor renowned for being rather milquetoast as his replacement.
“I think a lot of people underestimate the mountains as a good place to go [in the summer]. I live in the mountains, so I love the summer as much as I love the winters, because we have something like 65,000 kilometres of hiking trails in Switzerland and it’s also amazing for biking.”
Watch Roger Federer & Robert De Niro convince you to pack a few bags for Switzerland once international borders re-open in the video above – and read the former’s exclusive interview regarding the campaign in question here .
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“Down-to-Earth Guy”: Switzerland Tourism Director Reveals First Impressions of Roger Federer
Roger Federer of Switzerland gestures to the spectators before hitting signed tennis balls into the stands during day two of the 2019 Hopman Cup at RAC Arena in Perth, Australia. (Photo by Paul Kane/Getty Images)
Roger Federer and Robert De Niro are two names with talent and success beyond belief. While one has a cabinet full of trophies, the other has a plethora of awards. They recently joined forces together to promote Switzerland Tourism and took the world by surprise.
America’s Favorite Video Today
It is fair to say that nobody had imagined the Swiss maestro and the Godfather sharing the screen. In a recent interview, Livio Dainese, the Co-CEO and Creative Director of Wirz, opened up on this once-in-a-lifetime experience.
Wirz is an advertising agency based in Switzerland that created the latest Switzerland Tourism campaign.
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“Early Oscar Favorite?”: Roger Federer on His Acting Skills in the Swiss Campaign With Robert De Niro
Roger Federer and Robert De Niro’s work ethics impressed Livio
To begin with, Dainese revealed his first impression of the 20-time Grand Slam champion Roger Federer . In essence, he reiterated why the Swiss maestro is loved and followed worldwide.
“Roger Federer is exactly the down-to-earth guy you would expect. Simply a nice person who is also incredibly talented and successful,” said the Creative Director.
(All quotes are translated from German to English via Google Translate)
Roger Federer of Switzerland in action against David Goffin of Belgium on day six of 2019 Rolex Shanghai Masters at Qi Zhong Tennis Centre in Shanghai, China. (Photo by Fred Lee/Getty Images)
Furthermore, Dainese explained that while Federer is welcoming and warm, the veteran actor is private. Moreover, he felt that the famous Taxi Driver actor had a slight edge to him. “Robert De Niro is quite reserved but has a huge portion of rogue,” Dainese said.
Although advertising is not their first profession, Roger and Bob impressed the Wirz boss with their work ethics.
Livio said, “I was impressed by Roger’s acting and his desire to try things out. And, on the other hand, Robert De Niro, who was already very good with the first take, but then improved again from take to take. Impressive.”
Since the ad ends on a question mark, it could develop into more later. But for now, there is no such confirmation about this.
“Need to Start Owning It”: Andre Agassi Says Next-Gen Can’t Afford to Respect Federer, Nadal and Djokovic
Federer’s preparations for the French Open 2021
Federer will play his second tournament of 2021 on home soil at the ATP 250 Geneva Open. It will be his lead-up tournament to the French Open 2021.
Roger Federer (SUI) during the French Open Tennis at Stade Roland-Garros, Paris. (Credit: Jon Bromley | MI News) (Photo by MI News/NurPhoto via Getty Images)
Given his break from tennis, the Basel-born will take a little longer to get accustomed to the clay surface. But tennis is second nature to Federer, and he will adjust faster than most.
The ATP 250 Geneva Open 2021 will run from May 15 till May 22. It will give him exactly a week’s break before the French Open begins. Do you think Federer can win one more Grand Slam before retirement?
Former World No.1 Feels Every Tennis Academy Should Have Rafael Nadal’s Quotes on Its Wall
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MySwitzerland: No Drama with Robert De Niro & Roger Federer
The Roger Federer and Robert De Niro movie “No Drama,” produced for Switzerland Tourism, was viewed all over the world. It presently ranks in the top 10 of the global “Cannes YouTube Ads Leaderboard,” which is issued each year at the beginning of the Cannes Lions International Festival of Creativity, and is the most successful European advertising film of the previous twelve months (2021, in this case).
Roger Federer, a tennis legend, and Oscar winner Robert De Niro: During a private video-call, Federer wants De Niro to play the lead in his Switzerland-themed advertisement and tries to convince him. De Niro declines because, despite Switzerland’s gorgeous, magnificent, and breathtaking beauty, there is neither danger or drama there. Those are the aspects that make De Niro’s work so distinctive.
However, drama is currently what we want the least in light of Covid, and as a result, a film that was never made turns out to be an endearing and self-deprecating commercial for Switzerland.
An international, digital media strategy was created that included planning, buying, controlling, and success monitoring in order to support the virality with the use of media budget and to efficiently carry the content into the relevant target markets, including the UK, USA, Germany, France, Italy, and Benelux.
The three main pillars of the media strategy were identifying opinion leaders, scaling and targeting with Google Custom Audiences, and an effective traffic bump to encourage the emotionally charged audience to interact with Switzerland Tourism’s content. As a result, there was an above-average click-through rate of up to 3.5% and an increase in ad recall of 15.1%.
Advertising Agency: Wirz BBDO, Switzerland
Read more about Switzerland Tourism’s latest campaign with Roger Federer and Trevor Noah:
Exploring Switzerland’s Grand Train Tour: Roger Federer and Trevor Noah’s Latest Advertising Campaign by Switzerland Tourism
Wednesday, 13 March, 2024
New Switzerland Tourism campaign stars Roger Federer and Robert De Niro
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As travel slowly resumes and tourist boards around the world prepare to welcome tourists, the new campaign by Switzerland Tourism is certainly unique. With the usual promotion of beautiful spots around the country, Swiss tourism has added a twist and got Roger Federer and Robert De Niro on board too.
Swiss tennis pro Roger Federer, recently named a brand ambassador for Switzerland’s tourism promotion agency, teams up with renowned actor Robert De Niro to feature in the country’s latest tourism campaign, promoting the tranquility and idyll of Switzerland in an entertaining manner. Filmed in both New York, USA and Zermatt, Switzerland, the film shows Federer trying to convince De Niro to partner with him on a new film project, while De Niro rather bluntly resists. Saying he needs drama and action, the film star accuses Switzerland as being too peaceful; “Look at where you are — your mountains, your ski resorts, your charming little towns,” he says. “There’s no drama, no drama at all.”
Federer argues back for his country, showing off the many activities like skiing and the iconic sights such as the Matterhorn, along with incredible views from a chalet, seemingly in the Swiss Alps somewhere, where he stands video calling De Niro. However for De Niro, known for having played roles such as Vito Corleone in “The Godfather: Part II” and gangster Jimmy Conway in “Goodfellas”, Switzerland is simply too perfect and its people are too nice. In between the entertaining conversation and the snippets of gorgeous landscapes, the campaign seems promising in achieving its goal of reviving Switzerland’s tourism industry. “When you need vacation without drama. You need Switzerland” it says.
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Roger Federer and Trevor Noah on why you should visit Switzerland | FT Globetrotter
Roger Federer reunites with friend and comedian Trevor Noah to give an exclusive interview to the FT on the set of the tennis great's latest film for Switzerland Tourism, in which they share advice on visiting the country, from Appenzell to Zurich, via cold-water swimming, train travel and skiing the Matterhorn — or not. Interview by Niki Blasina. Produced and edited by Richard Topping
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Naturally, I've always represented Switzerland because next to my name has always been the Swiss flag. I just felt like with age and at the right time, maybe also with the pandemic and everything, it was the right time to jump into more of an official role.
Switzerland has always been a part of my life. My father's Swiss, so I always wanted to come to the country. Because I never did comedy in Switzerland I guess I never got around to it and then came to Switzerland for the first time in the summer, and it was absolutely stunning. Roger came out to the show in Zurich. He was actually my tour guide in Zurich, which was... I was like, wow, this guy really takes the Swiss tourism gig seriously.
I'd say you probably have to go to Uetliberg, which is sort of just a hill on the side here. It's a nice walk. You should go for a swim in the lake, summer and winter potentially. I'm not so much the winter swimmer, you know what I mean? It's not really my thing. There's some good international museums here as well that you can visit. And then I just think walking around the famous Bahnhof Strasse, do some shopping, and going maybe to the Old Town as well a little bit. And then honestly, you drive with a tram or a bus or with a car for 10, 15 minutes, and you're in beautiful countryside.
Hey, Bob, how are you doing?
Hey, Roger, how are you?
Just relaxing in the Swiss Alps. Take a look.
Wow. Wow, Roger.
It's been great fun doing the commercial shoots with Robert De Niro, Anne Hathaway, and now with Trevor. It's been wonderful. Doing this commercial shoot today with Trevor really brought me back to my childhood a little bit because I was always on trains, and I remember leaving home, looking out of the window, and seeing the trees and the fields go by, and thinking, will I be a good tennis player? Will I not? Will I win? Will I not?
There were a few moments where the train actually almost did take off with us. And we were laughing, saying, would that become the meta joke? Does that become the joke in the joke? They weren't even going to hold it for us. We were like, we're making an ad. And then they were like, yeah, and the train has a schedule.
So when I was younger, I was in the train all the time, or tram, or bus for that matter. I always think it's a great way to discover a new city, a new country because you've got to think about where you're going, and you've got to plan a little bit, whereas if you get in a car and you just listen to the navigation system, you don't actually pay attention so much where you go. And obviously flying, it's even crazier.
I also think Switzerland has some of the most picturesque landscapes that you can imagine. And because it seems so small, you don't think you can go anywhere. That's actually what becomes its advantage is you can just bounce around.
I'm a comedian, Roger.
In Switzerland, I would love to go to Tezino, the Italian speaking part. I don't know it that well. Even where I have my house in the mountains, it's the biggest Canton of the country in Graubunden. And I feel like there is so many nice little spots I still need to go to. Obviously, hopefully, I can do it as well with my children. I've taken them on some monster hikes, we call them in the family.
And yeah, I remember when I came down, my knees were shaking because I was actually rehabbing back in '16 and '17, and I was not ready for such a huge hike. And I underestimated the hike. And as I was coming down, we were all like, oh my God, this was too far.
Here in Switzerland, you take your backpack. You take your sausage. You make your fire. Then you grill the sausage. And it's a total cultural thing. And it's so much fun. But you've got to be a little bit ahead with planning, which route you're going to take. And sometimes I made the mistake of not doing that. And then you get caught in the rain or in some winds. I'm a big foodie. I love my food. For me, it's the getaway sometimes in the evenings with some friends and family and just get out and have a lovely meal.
There's like a thing that I always used to love eating I had the last time I was here as well. Is called like Rosti?
Yeah, Rosti, big time. I was hoping you were going to say Rosti.
Yeah, that's easily my favourite. There's a spot a few blocks from Bahnhof Castle on the other side of the river. There's a really nice spot that sells...
Yeah, some rosti.
There are different ways.
Yeah, and there's different styles of it.
With the egg on top.
But that's easily, easily, easily my favourite Swiss cuisine.
It's a bit heavy, I know. But it tastes the better.
Every time I talk to Roger, he'll always brag about skiing. And he'll always be like, I'm skiing. What are you doing in life, Trevor? Nothing.
Come on, I saw you river rafting.
I can't ski. I've tried it once in South Africa. But we only had enough snow for you to maybe ski and then hit the ground. So I want to come back and try that. I am not an outdoorsy person at all. I think my mum told me to go inside because she was outside and she wanted the peace and quiet.
So as I've gotten older, I've spent a little more time outdoors. And then I promised him I'd keep playing tennis because I learned to play with him. So that'll keep me outdoors here and there. But now, the next step is skiing. And my dream is to ski from the top of the mountain that was always on the Toblerone chocolates.
Yeah. That's my goal.
The Matterhorn.
It's my two dreams coming together.
You know you can't ski down from that, from the top?
That's my dream, Roger. Don't worry about my dreams.
Use the paraglider with you.
You take me there, and I'm going to make it happen. That's all I know.
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Roger Federer teams up with Robert DeNiro in a new Switzerland Tourism campaign
By Meredith Carey
Here's a pairing we didn't see coming: Robert DeNiro and Roger Federer. Ask the Swiss tennis star, recently named the new brand ambassador for Switzerland Tourism, and he'd say the same. "I am a huge fan of his so I couldn't believe he said yes to the campaign," says Federer, who calls up the Hollywood actor in a new commercial spotlighting Switzerland's spectacular beauty.
The short film, which premieres exclusively across editions of Condé Nast Traveler worldwide today, features the unlikely duo, split between New York City and Zermatt, with a guest appearance from the towering Matterhorn.
To Federer, who has long been an outspoken advocate for his home country, Switzerland is an obvious choice for post-pandemic trips. For one, you can enjoy most of the country in a week or so. "Usually when you go to Australia or ... America, you need at least a few weeks to visit, and you always have to go back many, many times," he says. "Give it a good week or two here, and you're gonna get a really good idea about Switzerland as a whole. You get to see the four different languages, the four different cultures, and how different every place varies from the other-and you're only driving maybe an hour between [each place]."
And the outdoors are where Switzerland shines, Federer says, reminiscing on summer hikes near his home in Graubünden and beyond. We caught up with him to hear all about his Swiss must-sees, the villages he wants families to visit with their kids, and the incredible view from the Zermatt villa featured in his commercial with DeNiro.
The E.U. recently announced it'll likely be opening up to Americans this summer, Switzerland included. What are your favorite underrated summer spots?
I think a lot of people underestimate the mountains as a good place to go [in the summer]. I live in the mountains so I love the summer as much as I love the winters, because we have [something like] 65,000 kilometers of hiking trails in Switzerland and it's also amazing for biking.
We're also very proud of our lakes and rivers. I think Ticino, the Italian-speaking part, lends itself very well for a beautiful summer trip. A lot of people from the Swiss-German part travel down to the Italian-speaking part because it's really a hidden gem. People know about it here in Switzerland, but not on a worldwide level.
I once heard a rumor-I don't know if it's true-that wherever you stand in Switzerland, you're within 10 minutes of a lake, so there is always a place where you can cool off or take a dip. Lake Lucerne is beautiful, and it's probably overall my favorite bigger lake in Switzerland. And Bodensee, which is Lake Constance, in the north, where my wife actually grew up, has some beautiful spots. And then of course, some of my favorites are mountain lakes, which are obviously very cold but they are so beautiful to look at. Those are the ones that get put on postcards. I could rave about hiking and mountains a lot, but I really think our little cities are incredibly cute. People underestimate how easy and accessible they all are. Visiting Swiss cities is always a joy as well.
Are there family-friendly Swiss cities you like to visit with your kids?
The good thing about traveling to Switzerland with children [is that] it won't get boring. You have a bit of everything. I live outside of Zurich, which is the biggest city in Switzerland, and if you need to get away from the hustle and bustle, you can drive 15 minutes and you're in the countryside. We have great museums and we have great food as well, and our big cities are not that big, so walking around doesn't destroy you by the end of the day.
If I was a tourist coming to Switzerland with kids, I also would want to experience the villages, which are incredibly cute. You have the fountain here, the one little bakery there, the church here, and then you have a couple of farmhouses here and there, and you can just walk through it all in five minutes. In the summer, you should really go to the Bernese villages like Gstaad or Appenzell, which is in the north near Liechtenstein and Austria. It seems like the clock has stood still.
You just mentioned food-what is one Swiss dish that you think people are missing out on?
I always love coming back to Switzerland because I miss its food. Of course I love the Italian and the Mexican and the Peruvian foods. You name it, I love it. But there's nothing like Swiss food. For me, it's all about the fondue and the raclette. I also love basler läckerli, from Basel, my hometown, and rösti with cordon bleu. Oh, and the dried meat is also very iconic-the bündnerfleisch is so great.
As the new ambassador for Switzerland Tourism, you filmed a short ad and called Robert DeNiro from a stunning villa with a view of the Matterhorn-can you spill on where that was?
That was in Zermatt. I actually had not been to Zermatt since I was 16 or 17, when I played a tennis tournament there in the summer. I've always wanted to go back. Swiss Tourism reached out to me about the film and said, We would like to shoot in Zermatt. So I brought my kids and took two days off with my family [after the shoot]. We had the best weather, as you can see in the commercial, and we did all of the trains and took the gondolas to top of the mountains, and did [dog sledding] with huskies. It's so iconic. You just keep on looking up at the Matterhorn, going, ah, this is just so good.
You're making a pretty good case for Switzerland, but in your own travels, is there anywhere-particularly in the U.S.-that you're hoping to check off your bucket list soon?
I would love to visit Yosemite National Park. There are so many parks-the Grand Canyon, you name it-but I've heard so many nice things about Yosemite so that will be my go-to place to visit next.
Robert De Niro Just Revealed He Almost Starred In Silence Of The Lambs. So What Happened?
A pretty iconic role to turn down!
In Robert De Niro's best movies, he's gotten to play some of the most iconic characters in movie history. There are few characters as memorable as Travis Bickle from Taxi Driver or a young Vito Corleone in The Godfather Part II . However, it turns out that De Niro could’ve played another famous role at one point. The Goodfellas actor recently revealed that Hannibal Lector from The Silence of the Lambs was originally offered to him, and he explained why Anthony Hopkins ultimately played the character instead.
The veteran actor was a guest on Real Time with Bill Maher , where he chatted with the talk show host about his latest Oscar-nominated project, Killers of the Flower Moon , as well as issues regarding our political climate. Before the conversation turned away from acting, Maher asked the performer about some of his famous roles and if there were any parts he missed out on over the course of his prolific career. While Robert De Niro didn’t seem to have any regrets, he did mention that he was once offered the role of Hannibal Lector. He said:
The only one that I didn’t… I was taking so long to think about it as the famous one that Anthony Hopkins wound up doing. … It was with Jonathan Demme. … Yes, Silence of the Lambs. I could’ve played that part.
Anthony Hopkins feels like the perfect actor for the role in hindsight. But, at the time, wouldn't have exactly been surprising for Robert De Niro to have been offered the role first. The Silence of the Lambs was released in 1991, only a year after Goodfellas , and only a few years following De Niro’s turn as the villainous Al Capone in The Untouchables . The now-80-year-old actor was one of the most bankable movie stars at the time, and a movie villain like Hannibal Lector would’ve been right in his purview. Of course, Anthony Hopkins was well respected in his own right, but you can’t deny De Niro’s star power in the early '90s.
Even with a part that was seemingly such a great fit for the Oscar winner, and an auteur mind like Jonathan Demme behind the project, the Casino icon still had a hard time committing to the film. The Irishman actor ultimately named his indecisiveness as the reason why he wasn’t cast as Lecter. He told Maher:
But I waited so long, and I was thinking. I was like, ‘Just give me a little longer.’ He just cast it. … I don’t regret it. That’s just what happened.
Even though it’s easy to toss around “what-ifs,” his lack of regret makes it seem like he is ultimately content with how everything transpired. The right actor seems to have gotten the part, and Anthony Hopkins has been synonymous with Hannibal Lector throughout his entire career. He won Academy Award for Best Oscar for the role, and played Lector once again for the sequel film, Red Dragon . Ironically, De Niro played another mean '90s movie villain in a film that same year, taking on the fearsome Max Cady in Martin Scorsese’s rewatchable thriller, Cape Fear . Maybe the energy he had in that role is what he would’ve brought to Lector had he taken on the part. We'll never truly know.
Robert De Niro may not have been Hannibal Lector, but he plays a villain just as unsettling in his latest film, Killers of the Flower Moon , which you can check out now with an Apple TV+ subscription . The movie made him, once again, an Oscar nominee in 2024 , so check it out while you can. Fans of Silence of the Lambs can also revisit the film and see what Anthony Hopkins did with the iconic serial killer role now on MGM+ .
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A Guide to 2024 Oscar Nominee Robert De Niro's Big Family
Originally appeared on E! Online
Robert De Niro has yet to hear his last name called at one of the big awards shows this season, but the iconic actor's presence has remained undeniable.
While his chilling performance in Killers of the Flower Moon had the misfortune of being judged against Robert Downey Jr. 's villainous, unrecognizable turn as the titular physicist's chief nemesis in Oppenheimer , the 80-year-old has enjoyed stellar reviews for his portrayal of the real-life mastermind behind a murderous plot to strip members of Osage Nation of their oil wealth in 1920s-era Oklahoma.
So though Downey is expected to be named Best Supporting Actor at the 2024 Oscars on March 10, denying De Niro his third Academy Award, the nine-time nominee will still be front and center with his Killers family, including Best Director contender Martin Scorsese and Best Actress frontrunner Lily Gladstone .
Of course, De Niro also has a sizable cheering section in the form of his actual family , which grew in 2023 with the birth of his seventh child and ended up fodder for one of the raciest jokes told by host Jo Koy at the Golden Globes in January.
Stars at Oscars Nominees Luncheon 2024
"I'm a fan, I'm fanning out, I love you Robert," Koy said in his monologue. "Decade after decade, he just kills it, every single time, I don't know how you do it. Your last performance is going to be your greatest performance ever. How you'd get her pregnant at 80?! CGI? CGI!"
The crack may have been cringe, but De Niro and girlfriend Tiffany Chen —with whom he shares now-11-month-old daughter Gia —enjoyed a good laugh on the live CBS broadcast.
Oscars host Jimmy Kimmel will have to go another route if he shouts out De Niro in his monologue— Killers of the Flower Moon 's 10 nominations and 206-minute running time make the prospect highly likely—because the having-a-baby-at-80 bit has been done.
But if you're curious about the prolific actor's (re)production history, read on for a guide to De Niro's sprawling family:
IMAGES
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Switzerland Tourism's new ambassador Roger Federer features in the organisation's latest film. He's joined by legendary actor and Oscar winner Robert De Niro...
Once again Roger Federer tries to woo a Hollywood star into filming a commercial for Switzerland Tourism. Once again, he encounters an unpleasant surprise.....
Switzerland Tourism, the official National Tourist Office of Switzerland, unveiled a new advert featuring Switzerland Tourism's new ambassador Roger Federer. Named "No Drama," the advert was created by the advertising agency Wirz BBDO, Switzerland. Roger Federer joined by legendary actor and Oscar winner Robert De Niro.
Switzerland Tourism's new ambassador Roger Federer features in the organisation's latest film. He's joined by legendary actor and Oscar winner Robert De Niro...
4 May 2021. Courtesy Switzerland Tourism. Here's a pairing we didn't see coming: Robert DeNiro and Roger Federer. Ask the Swiss tennis star, recently named the new brand ambassador for Switzerland Tourism, and he'd say the same. 'I am a huge fan of his so I couldn't believe he said yes to the campaign,' says Federer, who calls up the Hollywood ...
A self-mocking clip: Robert De Niro on this boringly perfect country. Hollywood legend Robert De Niro is seen on a call, turning down an invitation from Roger Federer to collaborate on a film project about Switzerland. As André Hefti, Head of Marketing & Productions at ST, explains, "Everything started from the strong partnership with Roger.
Here's a pairing we didn't see coming: Robert DeNiro and Roger Federer.Ask the Swiss tennis star, recently named the new brand ambassador for Switzerland Tourism, and he'd say the same."I am a ...
By David Gianatasio on May 14 2021 - 10:30am. Roger Federer courts Robert De Niro on behalf of Tourism Switzerland in an amusingly meta ad from Wirz BBDO and director Martin Werner that quickly went viral after launching last week. Tennis god Federer—he's won 20 major titles—calls two-time Academy Award winner De Niro and pitches ideas for ...
Watch Roger Federer And Robert De Niro Team Up In Hilarious New Switzerland Tourism Film: No Drama ... to visit then the Swiss Tourist Board is going the extra mile to inspire you, hiring the big ...
Switzerland Tourism's new ambassador Roger Federer features in the organisation's latest film. He's joined by legendary actor and Oscar winner Robert De Niro. In the short film, De Niro turns down an invitation by Roger Federer to be part of a movie about Switzerland. De Niro thinks, the destination is pure, impressive and utterly beautiful - but there is no drama in Switzerland, something De ...
As international travel slowly becomes reality again, Switzerland's tourist board released a short film featuring double Oscar winner Robert De Niro and Tennis legend Roger Federer to persuade ...
Switzerland Tourism's ambassador Roger Federer features in the organisation's latest film. He's joined by legendary actor and Oscar winner Robert De Niro. Th...
Garry Lu. As the newly-appointed ambassador for Switzerland Tourism, 20-time Grand Slam champion - Roger Federer - has enlisted the help of iconic New Yorker - Robert De Niro - to create what is intended to be a viral ad. In the promotional video initially posted by the tennis superstar himself, Feds can be seen answering a call from De ...
Roger Federer and Robert De Niro are two names with talent and success beyond belief. While one has a cabinet full of trophies, the other has a plethora of awards. They recently joined forces together to promote Switzerland Tourism and took the world by surprise.
The Roger Federer and Robert De Niro movie "No Drama," produced for Switzerland Tourism, was viewed all over the world. It presently ranks in the top 10 of the global "Cannes YouTube Ads Leaderboard," which is issued each year at the beginning of the Cannes Lions International Festival of Creativity, and is the most successful European advertising film of the previous twelve months ...
To do so, Federer reached out for support from Hollywood: A plan to showcase the beauty of the travel destination Switzerland in a movie featuring Roger Federer and Robert De Niro is the plot of Switzerland Tourism's latest film. Robert De Niro answered Roger Federer's call. In the film, viewers can witness a conversation between the tennis ...
Robert De Niro thinks Switzerland is "too perfect," which is why he refuses to make a tourism commercial to support the country. That's the point he makes to tennis pro Roger Federer, who ...
Swiss tennis pro Roger Federer, recently named a brand ambassador for Switzerland's tourism promotion agency, teams up with renowned actor Robert De Niro to feature in the country's latest tourism campaign, promoting the tranquility and idyll of Switzerland in an entertaining manner. Filmed in both New York, USA and Zermatt, Switzerland ...
Robert De Niro & Roger Federer on Switzerland | No Drama HD Exclusive BBDO SwitzerlandRoger Federer, le nouvel ambassadeur de Suisse Tourisme (ST), et le lég...
Roger Federer reunites with friend and comedian Trevor Noah to give an exclusive interview to the FT on the set of the tennis great's latest film for Switzerland Tourism, in which they share ...
Here's a pairing we didn't see coming: Robert DeNiro and Roger Federer. Ask the Swiss tennis star, recently named the new brand ambassador for Switzerland Tourism, and he'd say the same. "I am a huge fan of his so I couldn't believe he said yes to the campaign," says Federer, who calls up the Hollywood actor in a new commercial spotlighting ...
Robert De Niro may not have been Hannibal Lector, but he plays a villain just as unsettling in his latest film, Killers of the Flower Moon, which you can check out now with an Apple TV+ subscription.
Switzerland Tourism's new ambassador Roger Federer stars in the tourism organisation's latest video, alongside film legend and Oscar winner Robert De Niro. I...
De Niro is dad to son Elliot , born March 18, 1998, and daughter Helen Grace , born via surrogate on Dec. 23, 2011, with second wife Grace Hightower . He married the Precious actress on June 17, 1997.
https://buddingcreative.com/ 👈 These ads for Switzerland Tourism is part of our collection of Roger Federer ads. He's become an incredible brand pitchman. N...