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This commercial for The BKW Group features World Champion and BKW brand ambassador Beat Feuz during his mental preparations for the longest downhill race of the season, the Lauberhorn Race.
While he is bringing the racing track with closed eyes and corresponding hand movements to his mind, suddenly something unpredictable happens: In an emotional bow, people of Switzerland in public and at their homes solidarize with its hero, who once again tries to win for Switzerland. "All of Switzerland races along" is the title of this spot.
The well-known ritual of starting preparation serves as a metaphor for the BKW image communication. It consists in going through and bringing the racing track with closed eyes and corresponding hand movements to ones mind just before the start. This can be associated with concentration, anticipation, planning, accuracy, conscientiousness and expertise.
During the filming in early November in Zurich, over 100 BKW employees participated as extras for the mass scenes.
The BKW Group is the leading network for energy and infrastructure in Switzerland.
Agency: WWP Creative, CD: Martin Grüner; Director: Thomas C. Dirnhofer.
