Swisscom iO was an app for smartphones from the Swisscom telecommunication company. iO was a communication app that allowed users to place free calls and send free messages worldwide being in WIFI, all while meeting the highest quality standards when it comes to security.
The commercial retells the life story of Tina Turner and the idea behind the short film — that Tina Turner has always felt 'pretty Swiss‘ — is not that far from the truth. Tina was a big fan of the country she has chosen to call home for 20 years. In fact, she even became a Swiss citizen in 2013.
„I really like the fact that the Swiss are so modest and respectful. It’s one of the reasons why I feel so at home here. Discretion and protecting people’s privacy is a big deal here – just like when you use iO.“
Alongside the viral spot, iO users were also able to load a yodel version of Tina's hit song The Best as a ringtone and additionally, a making-of takes a look behind the scenes of the commercial with more scenes from Tina.
Director: Johan Kramer
Photographer: Wouter Westendorp
Agency: Heimat Berlin
Producer: Gustaf Richter
Music: Yessian Music (Hamburg)
Composer: Ralf Denker
Sound Designer: Max Fritz
Interview
Horizont - August 08, 2014
You haven't appeared in advertising for a while now. What attracted you to the Swisscom campaign?
When Special Key approached me, my first thought was: A new advertising campaign? I'm retired! But when I read the script and learned more about the iO app, I felt honored to be able to realize this campaign for Swisscom.
You worked with Heimat, one of the hottest agencies in Germany, on the Swisscom campaign. How did you find the collaboration?
Creative Director Ole Vinck, who developed the campaign, seems to know absolutely everything about my life! That's the only way he was able to write such a touching story about my life. But to get back to your question: I think it's wonderful to work with creative professionals who, on top of that, are well-prepared for their jobs.
What's your take on agencies wanting to use their songs in advertising?
In my commercial for Swisscom, things got even more extreme: They not only wanted to use one of my most popular songs, "The Best," but also wanted to do a yodeling version of it. At first, I couldn't imagine what it would sound like, especially since I can't yodel myself and therefore couldn't record it. But when they presented me with their yodeling version of the song, I immediately liked it. I've even downloaded the song as a ringtone on my smartphone.
Now that you're celebrating a comeback as a testimonial: Which product would you like to advertise again?
I love driving to the mountains and the countryside in Switzerland – even in winter. But to reach all these wonderful destinations – even on snowy roads – you need an SUV. I might like a creatively designed campaign for an off-road vehicle.
Do you have a particular favorite commercial?
Personally, I like advertising that makes sense. For example, when my good friend Oprah Winfrey presents books by young authors on Oprah's Book Club. It offers these young writers the opportunity to reach a larger audience that they might not have reached without Oprah and the support of her numerous fans and followers.