Zurich Tourism Ad Targets Expats Living in the Middle East
Tonight I saw a commercial on CNN from the Zurich Tourism Board targeting expats living in the Middle East. As I was listening to it I just kept thinking wow, are they really saying that? The voice over mentions all the fantastic things about Zurich (and I agree, Zurich is fantastic) but after the opening line of “Life in the Middle East as an expat can be tough,” the connotation is that all of these fantastic things about Zurich are the exact opposite of the Middle East. I mean, it’s all true, but to put it in an commercial? Seems a bit cheeky to me.
Here is the text of the commercial and the TV spot.
Life in the Middle East as an expat can be tough. That’s why I like taking my family to Zurich. Things work here. Getting around is easy. Everything’s clean and safe. Zurich’s great for family fun. To me it’s like a breath of fresh air.