A wife is trying to sleep while her husband keeps googling for disease symptoms. At the height of his panic she grabs his tablet and reads aloud “Foot-and-mouth disease? Where did you land again?” Pay-off: “For those who don’t look for diseases. But for a doctor.”

“For those who are not looking for the weather fairy. But for the weather.”

“For those who are not looking for the CV of Ueli Maurer*. But for a bricklayer.” *Swiss politician whose surname means “bricklayer”.

“For those who are not looking for the history of Helvetiaplatz. But for the Helvetiaplatz.”

“For those who are not looking for all novels with ‘doctor’ in the title. But a doctor.” Ads.

Works shown created at Leo Burnett Switzerland in collaboration with: Bastian Otter, Christoff Strukamp, Mathieu Chollet