Swiss International Air Lines Ltd.
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08 June 2009
SWISS today premiered “LX Forty”, its new short film by Marc Forster. The Swiss star director (whose credits include the latest James Bond film Quantum of Solace) not only takes the viewer on a personal “journey of the mind”; he also makes his first-ever appearance in front of the camera. “LX Forty” can now be viewed at www.swiss.com/myflight.
Marc Forster has been working with SWISS on a highly personal project over the past few weeks. “I always knew that if I ever made a promotional film, it would have to be a very personal one,” he explains. “That’s why I only really considered SWISS, and contacted them, too. With ‘LX Forty’ I was able to create the story, identify with it and include myself in it,” adds the Hollywood director from Davos.
The “LX Forty” title refers to the number of the SWISS flight from Zurich to Los Angeles. And the film centres on a number of personal life questions that Forster tends to carry with him as he goes on his travels. He flies SWISS whenever he can, and enjoys the private space and individual service he is offered on board.
“LX Forty” also marks 39-year-old Forster’s debut on the other side of the camera, where he offers some very personal insights: “You reveal yourself when you stand in front of the camera,” he explains. “This was a bold move for me, but I think it’s an important one. And it fits into our times, too.”
“We’re delighted with the results,” adds SWISS CEO-designate Harry Hohmeister. “The fact that a leading Hollywood director with Swiss roots feels at home with us is telling confirmation that our quality drive of the last few years is really bearing fruit.”
That drive has focused not only on new products in the air and on the ground but on individual customer service, too. “This is where SWISS, through the tireless efforts of its people, creates genuine added value for its customers and stands out from the rest,” Hohmeister continues. “Marc Forster is an international figure, a straight and honest individual who also represents his home country. And that, too, makes him a valuable ambassador for SWISS.”
“LX Forty” can be viewed now at www.swiss.com/myflight. It will also be shown on all SWISS long-haul flights from August onwards. The film was made at Paramount Studios in Los Angeles in collaboration with the Publicis advertising agency, Ping Pong Films, the Kansas City-based MK12 animation house and music producer Brian Reitzell.