In the early hours of August 5, 2024, something extraordinary happened: Hollywood star Will Smith, known for films such as “Men in Black” and “I Am Legend,” strolled through the quiet streets of Zurich. Armed only with his smartphone, he captured the peaceful atmosphere of the city and shared it with his over 70 million Instagram followers.
Beat Hürlimann – 5 August 2024
Will Smith during his morning walk through Zurich, which he captured in video for his over 70 million followers on Instagram. (Images: Instagram @willsmith)
The videowhich Will Smith recorded during his walk, shows him crossing the Quai Bridge, silencing a raven at Bürkliplatz, admiring the Limmat and watching the sleeping swans in Lake Zurich. The relaxed atmosphere and the breathtaking scenery of the city fascinate his fans around the world. But one particular scene is particularly eye-catching: when Smith passes a shop window displaying Swiss Army knives, he can hardly contain his enthusiasm. “This is a treat for my life: Swiss Army Knives,” he enthuses.
A viral moment with a big impact
Within a very short time, the video goes viral and reaches millions of people. Will Smith’s spontaneous and honest enthusiasm for Zurich and the Swiss Army Knife triggers a wave of positive reactions. The hashtags #WillSmith, #Zurich and #SwissArmyKnife are likely to trend worldwide. Even after more than a day, the video’s like curve is pointing steeply upwards.
Unexpected marketing coup
Victorinox was naturally delighted with the unexpected marketing coup. Veronika Elsener, Chief Marketing Officer, told m&k:
“We are delighted to see Will Smith’s positive mention of the Swiss Army Knife in his recent post, in which he acknowledges the close connection between the iconic product and Switzerland, a country known for its precision and innovation. We are proud to combine Swiss craftsmanship with the multifunctionality of the iconic pocket knife and to be recognized for it. This underlines our goal of always being well prepared for every situation with thoughtful and masterful solutions. It is nice to see that the joy of receiving your first Swiss Army Knife as a child lasts across all ages and that the enthusiasm continues no matter how famous you are. We value authentic relationships and to maintain this authenticity, we have not yet had any collaborations for campaigns with very influential personalities.”
More than a viral moment
How should such an event be classified?
For tourism: Zurich’s image as a quiet and livable city is being strengthened internationally. It can therefore be assumed that this video will have a very concrete positive influence on tourism for the city.
For branding: Victorinox, the manufacturer of the Swiss Army knife, should also benefit from this unexpected endorsement. The company should use the opportunity to further refine its already strong brand and appeal to a new generation of customers.
For social media: The video shows once again the immense power of social media. A single post from an influencer can presumably influence an entire industry.
For influencer marketing: Will Smith proves that even or perhaps especially spontaneous, authentic recommendations can have a big impact. This should encourage companies to rely even more heavily and decisively on micro-influencers and authentic content in the future.
A comparison with other viral moments
Compared to elaborately produced commercials, Will Smith’s video seems particularly authentic. It is reminiscent of the early days of social media, when influencers were not yet so professional and their followers gave an unvarnished look into their lives. This authenticity is certainly one of the reasons why the video is so successful.
Conclusion
Will Smith’s unexpected appearance in Zurich is a stroke of luck for the city and for Victorinox. It shows how important it is to be authentic and to represent the right values. Companies should be aware that even, or especially, unforeseen events can lead to great marketing success. But is Will Smith really just stranded in Zurich by chance, as he says in the video? Perhaps he is looking for a location for the film “I Am Legend II”, for which, according to the latest rumor, shooting is due to begin soon. Or is the video a teaser for the next Federer-Hollywood duo for Switzerland Tourism?
