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Trevor Noah and Roger Federer board the 'wrong train' in perhaps the greatest tourism ad ever

It's clever, funny and incredibly effective.

Roger Federer and Trevor Noah on a train

Roger Federer and Trevor Noah filming a Swiss tourism ad

What do you get when you combine comedian Trevor Noah, tennis legend Roger Federer and the world famous clock-making, chocolate-brewing, Alpine-skiing symbol of neutrality, Switzerland?

Apparently, a delightfully charming train ride through the Swiss countryside and perhaps the greatest tourism ad ever made.

Both Noah and Federer shared a tourism ad they collaborated on for the Grand Train Tour of Switzerland, and people are loving it. It's one of those ads that people don't care is an ad because it doesn't really feel like an ad and it's so enjoyable to watch. (It's also incredibly effective—like, give us alllll the train rides through Switzerland, please.)


The ad plays like a mini-documentary of Noah and Federer filming a Swiss tourism ad gone wrong. The two men—both of whom are half-Swiss in real life—appear to hop on the wrong train while arguing about whether or not the ad they are filming is funny (or whether it even should be).

What follows is a tale involving Swiss punctuality, hospitality and stunning natural beauty, all wrapped up in wholesome hilarity.

Check it out:

Thousands of commenters have chimed in with how enjoyable and effective they found the ad:

"This clip is brilliant and I am definitely going to travel on that train in Switzerland in the near future. Excellent work," wrote one commenter.

"Usually, I hate tourism ads because they're always so clichéd and unoriginal, but this one hooked me from the beginning," shared another. "Switzerland is such a beautiful country, and this ad singlehandedly convinced me so. Looking forward to this train ride sometime in the future! :)"

"This is criminally short!" wrote another. "I wish for a full hour! I can’t seem to get enough of them."

Noah and Federer shared their experience making the video with Financial Times, and their "behind the scenes" stories are as delightful as the ad itself.

Federer, who is an official Switzerland Tourism Ambassador, shared how much he has enjoyed making Swiss tourism ads with Robert DeNiro, Anne Hathaway, and of course, Trevor Noah. He said the shoot with Noah brought him back to his own childhood.

"I was always on trains, leaving home, looking out of the window, seeing the trees and the fields go by and thinking, 'Will I be a good tennis player? Will I not? Will I win, will I not?'" he said.

Several parts of the ad point to how strict the Swiss are about being on time, and Noah shared that there were a few instances while filming when a train really did almost take off with them inside.

"They weren't even going to hold it for us," he said. "We were like, 'Oh, we're making an ad,' and then they were like, 'Yeah, and the train has a schedule.'"

"We were laughing," Noah said, imagining what would have happened if a train really had left with them on it. "Like, would that become the meta joke? Does that become the joke in the joke?"

If you enjoyed the train tour ad, take a few minutes to see Noah and Federer share how it came to be and how much fun they had making it.

This article originally appeared on 4.5.23

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Music’s biggest night took place Sunday, February 4 with the 66th Annual GRAMMY Awards. Now, fans have the opportunity to take home a piece of the famed event.

Longtime GRAMMY Awards partner Mastercard is using this year’s campaign to shine a light on the environment and the Priceless Planet Coalition (PPC), a forest restoration program with the goal of restoring 100 million trees. Music fans are 1.5 times more likely to take action to help the environment, making the GRAMMY Awards the perfect opportunity to raise awareness.

“Through our GRAMMY Awards campaign, we’ve created an opportunity for our brand, our partners and consumers to come together over shared values, to participate during a moment when we can celebrate our passion for music and our commitment to make meaningful investments to preserve the environment,” says Rustom Dastoor, Executive Vice President of Marketing and Communications, North America at Mastercard.

The campaign kicked off with an inspired self-guided multi-sensory tour at the GRAMMY House presented by Mastercard, where people journeyed through their passion of music and educational experience about Mastercard’s longstanding commitment to tree restoration. Then, this year’s most-nominated GRAMMY artist and a passionate voice for the environment, SZA, led the charge with the debut performance of her new song, Saturn.

Mastercard’s partners are also joining the mission by encouraging people all over the country to participate; Lyft and Sirius XM are both offering ways for consumers to get involved in the Priceless Planet Coalition. To learn more about how you can support these efforts, visit mastercard.com/forceofnature.

While fashion is always a highlight of any GRAMMY Awards event, SZA’s outfit worn during her performance of Saturn was designed to make a statement; made of tree seeds to help spread awareness. Fans can even comment ‘🌱’ and tag a friend on Mastercard’s designated post of SZA’s GRAMMY House performance for a chance to win a tree seed from the performance outfit*.

“SZA has a personal passion for sustainability – not just in forest restoration but in the clothes she wears and the platforms and partners she aligns herself with. It was important to us to partner with someone who is not only showing up big at the GRAMMY Awards – as the most GRAMMY-nominated artist this year – but also showing up big for the environment,” says Dastoor.

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The TikTok channel Mr. Kitters the Cat (@mr.kitters.the.cat) gives us a cat's-eye view of the world with a camera attached to Mr. Kitters' collar. And the result is an utterly delightful POV experience that takes us through the daily adventuring of the frisky feline as he wanders the yard.

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It took them awhile to figure it out, but once you see it, you can't unsee it.

"People chicken" sounds…disturbing

One of the best parts of having kids is having a full-time, front row seat to the way they interpret and use language as they grow. There's the classic mispronunciations of "spaghetti," of course, but there are also one-of-a-kind terms they coin based on their limited vocabulary and the unique way they look at the world.

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People chicken. There are only so many ways to interpret that, all of which could land you on the FBI's radar.

Of course, it was a small child saying this, so there had to be an explanation.

White explained that he and his wife tried everything to get their kiddo to clarify what he meant by "people chicken," including having him draw a picture of what he was wanting. Unfortunately, the stick figure person he drew did not help relieve any concerns that their child might be a cannibal.

Finally, White's 7-year-old daughter came up with a solution that revealed what her younger brother wanted. It was not, in fact, chicken made out of people. Phew.

Watch:

It's true. Once you see Colonel Sanders' bow tie as a stick figure, you can't unsee it.

Even KFC's official account responded to the video, writing, "You see it once, and you can't unsee it." HA.

White was not alone in his kid seeing the stick figure Col. Sanders.

"The SAME thing (conversation) happened to us 22 years ago!! My toddler was practically throwing himself trying to make us understand that he wanted 'Old Man Chicken'!!!!!! And yup, it was KFC he was asking for. We have referred to it as ‘Old Man Chicken’ all these years now 😂!!" shared on commenter.

"About halfway through we figured out what he was talking about but that’s only because my kids have been saying for years that the KFC man is a stick figure with a really big head. Tell Mason he’s not the only kid who thought that.Lol 😂😂😂" shared another.

"I think I’ve been working with children too long because the instant you said people chicken my brain said 'that’s kfc,' 😂 wrote another.

Other people chimed in to share their kids' hilarious naming conventions for chicken places:

"My son was in tears for 'Pinky Toe.' Turns out he thought the Chick-fil-A emblem was a foot 😂," wrote one parent.

"Lol. My daughter refers to Chick-fil-A as 'foot' because their logo actually reserved a footprint. So interesting thinking of the different ways that children see things that we adults don't. It's amazing!" shared another.

"My kids call Buffalo Wild Wings 'stinky skunks' because from a distance, the logo looks like a skunk to them. We went through a similar very confusing moment to figure that one out as you can imagine, 🤦♀️🤣" shared another.

White is right. We should let kids name everything. They're so much better at it than adults are.

You can follow Dillon White on Instagram here and TikTok here.

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Us: Okay…well…you let me know if you need anything—anything at all.

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