While on our great european road trip, we spent a good part of the drive on the return going through Switzerland, which I haven’t visited in the longest time. Granted this was more of a drive by than an actual visit, but there is something that really changes once you cross over to Switzerland. Somehow everything looks a bit more manicured, a bit more precise and a bit more perfect.
I think the Swiss know it. They know it and own it. And they played it up in their recent tourism campaign with this absolutely excellent set of videos about the work that goes into that kind of perfection. Obviously they’re being a bit tongue in cheek here, while still conveying that they take this kind of detail seriously and that they know that others come to Switzerland specifically to see it. I found the concept so cleverly executed – and the videos still manage to convey that sense of Swiss beauty that hits you when you see those mountains. It makes you want to pack up your lederhosen and pop a Ricola for the next flight to the Swiss alps stat.
Photo and video by My Switzerland