Leo Burnett Zurich: anthill

Switzerland Tourism’s new winter campaign is centred on a real Swiss weather prophet, Martin Horat. Twice a year, he and his colleagues from the Muotathal Valley predict the weather for the next six months by observing Nature. In the unusual ad he makes his forecast for the coming winter by watching ants. The “Weather prophet” spot was developed at Spillmann/Felser/Leo Burnett and directed by Oscar-winning Swiss director Xavier Koller.


Twice a year, five experienced men from the mountains of Inner Switzerland forecast the weather for the next six months. Their predictions are based on their observations of Nature. One of them looks at pinecones, another at mouse holes and yet another – Martin Horat – by watching the behaviour of ants.

Now, Switzerland Tourism is using this unconventional weather prophet to advertise its winter season. In the latest ad, Horat predicts a winter with lots of snow and sunshine. He can tell this by looking at the ants’ legs. “If they’ve got strong legs, it’s a sign there’ll be lots of snow in winter,” is one of Horat’s observations. In the ad, the ants “have got legs like downhill skiers.” Then he reveals that the anthill he is watching in Switzerland is also populated by ants from Holland, Italy and France. “They know exactly why they’re coming here.” According to Horat, this is a clear sign that we can look forward to a winter full of snow and sun.


The agency is predicting a second ad with the weather prophet for December.