Repugn-ant Switzerland tourism ad brings out your inner reptile

Swiss-ants2Take a look at this ad campaign for Switzerland. Genuine weatherman uses ants to tell us its going to be a great winter in Switzerland. I found this interesting because it is a good example of the – let's say and do anything to get people to 'engage'. Emotion is good but visceral is even better. Let's engage your reptilian brain with an idea that gives you a visceral reaction. One of my colleagues brought it to my attention having completely misunderstood it. She thinks it is repulsive being covered in ants – doesn't make her feel positive about Switzerland at all. Which reminds me that we need to engage heart AND mind to persuade people to think differently about a place. Don't start with your inner reptile



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