Switzerland Tourism urges us to touch grass

A recent ad campaign from Switzerland Tourism is appealing to the collective urge to escape our information overload.

‘Go touch grass’ is a memetic phrase doing the rounds on the internet of late. Designed as a sobering response to someone who’s spent too much time deep-diving into a given internet rabbit hole, the phrase epitomises the perils of online distraction in 2024.

So, if you’ve found yourself obsessing about the veracity of Taylor Swift’s latest relationship rumours, or obsessing over a political candidate, the remedy is—apparently—a bit of time in the great outdoors. And this week’s batch of Creative Moment stories are testament to the virtues of getting away from it all.

Comic Swiss timing

First up, Swiss tennis legend Roger Federer and Danish actor Mads Mikkelsen (known for his roles as a Bond villain and Hannibal Lecter) take a humorous turn in ‘Falling for Autumn’ an ad showcasing the beauty of Switzerland's fall season. The video takes you on a serene holiday, hiking through the country’s breathtaking landscapes.

Shot in the style of a behind-the-scenes promotional video shoot, Federer finds himself with little to do on set as Mikkelsen disappears into the inspiring Swiss countryside to hug trees, snack on moss, and take a dip in a chilly lake. After despairing over his disappearance, Federer is soon enthused by his escapist exploits and decides to join in on the fun.

Class act

Though Mikkelsen shines in the clip, it’s curious that the creators didn’t choose a Swiss actor. Fortunately, Federer more than holds his own, proudly sporting a pair of Swiss-made On Running shoes—fitting, as he’s a partner in the brand.

Beyond the star power, however, the advert’s backdrop makes a case for visiting the country all by itself. While Switzerland is famous for its winter and summer attractions, this campaign aims to highlight autumn as a prime season for visiting.

Our take

‘Falling for Autumn’ successfully repositions autumn as an essential time to visit Switzerland. The country’s natural beauty and outdoor activities such as hiking and exploring colorful landscapes are surely best experienced with cooler air, and a bit of leaf fall.

The celebrity appeal of Federer and Mikkelsen works because the pair are typically associated with fairly deadpan personas, making the playful scenes of the pair froliking in nature all the more out of character.

The campaign also aligns with Switzerland’s changing seasonal dynamics, as autumn has become longer, creating more opportunities for tourists to enjoy the season. Hotels and other accommodations are adapting to this demand, staying open longer to cater to autumn visitors.

Meanwhile, the campaign’s wider emphasis on sustainability through its focus on nature and low-impact tourism makes for a very 21st century offering.

If you want to read about more campaigns in our Travel Issue that take us closer to nature, you can check them out below...

Bever explores the benefits the outdoors can bring to an ordinary life

Hyundai champions EV spontaneity in glorious journey from Perth to Sydney

Ireland positions itself as a Halloween hotspot

Campaign images courtesy of Switzerland Tourism.