Observed Signal · Jun 2, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
Ochsner Sport World Cup Campaign Featuring José Mourinho
Swiss retailer Ochsner Sport launched a nationwide World Cup advertising campaign starring football manager José Mourinho. The campaign, whose central claim is “Done Playing Nice,” includes a campaign film led by Mourinho’s spoken address, social formats, and large-format outdoor placements such as a construction-site wall at Zurich Hauptbahnhof. The article is an interview with Marco Greco and Lukas Amgwerd, who explain creative choices—using Mourinho for his provocative, motivating persona—and describe editorial planning for timely, reactive headlines during the tournament. A Swiss superfan, Luca Loutenbach, appears in a cameo. The publisher is persoenlich.com. The article was published on 2026-06-02.
Brand campaign launch by a Swiss retailer; relevant to creative, OOH and video advertising but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- Ochsner Sport launched a World Cup advertising campaign featuring José Mourinho.
- The campaign's central claim is "Done Playing Nice."
- Channels used include a campaign film, social formats, and an outdoor construction-site wall at Zurich Hauptbahnhof.
- Swiss superfan Luca Loutenbach has a cameo in the campaign film.
- The publisher of the interview article is persoenlich.com and it was published on 2026-06-02.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Thjnk's Lukas Amgwerd on Mourinho Ochsner Sport Spot
Lukas Amgwerd, Creative Director and member of management at Thjnk, discusses the agency's Ochsner Sport campaign featuring José Mourinho in a new episode of the ADC podcast. The article profiles Amgwerd's career transition from banking to advertising, his background (born 1991, started in advertising at Wirz, later Jung von Matt, joined Thjnk in 2019), and lists clients he works with including Ochsner Sport, Swiss, Migros, Sunrise and UBS. The piece is published by persönlich Verlags AG and forms part of a 50-episode ADC Switzerland anniversary podcast series supported by Migros Supermarkt AG.
Mona and Mateo: Broadcast Becomes Reality
Creative agency Mona und Mateo has developed a Switzerland-wide World Cup campaign for Swisscom (Schweiz) AG that highlights how the Swisscom network keeps Swiss fans close to the action. The campaign centers on a recurring character (a 'monster princess') and features footballers Johan Manzambi, Fabian Rieder and Lia Wälti. Spots run across public viewings, TV, cinema, online and social media, with day‑specific communications tied to individual matches. Credits list the Mona und Mateo team responsible for concept and execution, director Tom Sibma, production company CZAR Film AG, and media collaboration between Swisscom, Admeira and Goldbach Media. The article was published on 2026-06-09.
Migros Celebrates World Cup In Store Aisles
Migros, with creative agency Wirz, launched a World Cup 2026 advertising campaign that spotlights store sales staff rather than celebrity athletes. The campaign comprises three humorous spots portraying football fever inside Migros supermarket branches. The ads are running on TV and online, including placement in FIFA’s new short halftime ad breaks (roughly three minutes per half) that broadcasters can sell; SRF is using these slots and industry reports rank them among the tournament’s most expensive ad inventory. The campaign was produced by Navada GmbH and credits list Migros marketing and Wirz team members plus production crew.
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