For the first time, tennis legend Roger Federer has teamed up with Switzerland Tourism (ST) to promote the beauty of the Swiss autumn season. In a video shot outdoors amid the majestic scenery of the Swiss mountains, Federer stars alongside acclaimed Danish actor Mads Mikkelsen. Inspired by Mikkelsen and the vibrant autumn landscapes, Federer showcases a playful side of himself like never before. The teaming up of Federer and Mikkelsen is part of the largest autumn campaign in the history of ST.

A tennis fan, renowned for his intense stage presence; Mads Mikkelsen played a variety of roles in Danish productions before achieving international success for his portrayal of Le Chiffre in Casino Royale in 2006. In ST’s latest campaign, he passionately embodies the autumn in Swiss alongside ST’s ambassador, Roger Federer. Mikkelsen can be seen hugging a tree or a cow, climbing to the peak of a fir tree or practicing barefoot yoga, all after plunging into the fresh waters of a mountain lake. “The intensity of Mads’ character was amazing to see,” says Roger Federer. “He has an incredible personality, always very focused on the set.”

Mads, Roger and no ordinary ad
Precisely targeting the European markets (France, Germany, Italy, BeNeLux, the UK and the Nordics), the new campaign video shows Roger Federer and Mads Mikkelsen humorously attempting to produce an advertising spot designed to showcase the many facets of the Swiss autumn. “I love autumn and all its colours”, Roger Federer enthuses. To coincide with the launch of the campaign, a web page dedicated entirely to autumn and its varied activities has been set up on switzerland.com.

 

A strengthened tourist season
Switzerland is generally known for its winter and summer seasons. With this campaign, ST is determined to break with this seasonal pattern and make autumn an essential time for visiting Switzerland. “This collaboration with Roger Federer and Mads Mikkelsen is a perfect reflection of our vision of autumn in Switzerland: a season that blends nature, elegance and tradition,” explains André Hefti, Chief Marketing Officer of ST. Autumn now lasts on average 12 days longer than it did in 1970. Switzerland is becoming an increasingly popular destination at this time of year, and hotels are adapting to stay open longer to accommodate this growing demand.