Roger Federer Promotes Swiss Autumn Tourism Campaign

Roger Federer has partnered with Danish actor Mads Mikkelsen in a whimsical new advertisement promoting Switzerland's autumn season, part of the largest campaign in Swiss tourism history. The two-minute video features Mikkelsen engaging in nature-centric activities such as hugging trees and swimming in mountain lakes, while Federer humorously finds himself immersed in the experience as well. This campaign aims to reposition autumn as a prime travel season for Switzerland, traditionally known for its winter and summer attractions. André Hefti, CMO of Switzerland Tourism, emphasizes the growing popularity of autumn tourism, noting that the season now lasts an average of 12 days longer than in the 1970s. The ad showcases the playful dynamic between Federer and Mikkelsen against the stunning Swiss landscape, highlighting the charm of the country's fall. As Federer enjoys life post-retirement, fans draw comparisons between his newfound lifestyle and practices of his rival, Novak Djokovic.