A large-scale advertisement by the Swedish electric vehicle brand Polestar has sparked a political firestorm in Zurich. The billboard, positioned near the Stadthaus and Fraumünster, features the provocative slogan “Noch nicht verboten in Zürich” (Not yet forbidden in Zurich).
A Calculated Provocation
Christoph Wolnik, a spokesperson for Polestar, confirmed that the political dimension of the campaign was intentional. He described the brand as being known for “unconventional brand messages” and stated the slogan uses a “wink” to comment on the city’s current trajectory.
According to Wolnik, the ad refers to the increasing restrictions on car mobility, such as the removal of driving lanes and parking spaces. It too highlights the potential for future bans on vehicles with internal combustion engines.
Wolnik further explained that the subject matter is closely tied to the daily realities created by the new majority proportions in the city and community councils. The brand intends for its humorous tone to encourage public reflection.
Political Divide in Zurich
The advertisement has drawn sharp criticism from the Green Party. Gemeinderat Jürg Rauser called the billboard problematic, comparing the promotion of “climate-damaging products” to prohibited advertising for tobacco or alcohol.
Rauser argued that such advertising is contradictory to the city’s pursuit of a Net-Zero goal. In contrast, Përparim Avdili, president of the FDP Zurich, stated that the advertisement “hit the mark.”
Avdili pointed out that since the Polestar vehicle is fully electric, it is fundamentally climate-friendly, which aligns with the demands of left-wing parties. SVP Gemeinderat Stephan Iten agreed, noting that the provocation is successful and remains unproblematic as long as it is legally approved.
Meanwhile, the SP Zurich has distanced itself from the debate. President Oliver Heimgartner stated that the SP is instead focusing its efforts on strengthening the purchasing power of the middle class and securing affordable housing.
Possible Future Developments
The fallout from this campaign could lead to a tighter review of the criteria used by the city to approve public advertisements. It may also trigger further political discussions regarding the specific classification of electric vehicles within the city’s Net-Zero framework.
this approach to “unconventional” marketing could serve as a template for other brands seeking to engage with local political tensions to gain visibility.
Frequently Asked Questions
What is the meaning behind the Polestar slogan?
The slogan “Noch nicht verboten in Zürich” refers to the increasing restrictions on car mobility in the city, such as the reduction of parking spaces and driving lanes, as well as potential bans on combustion engines.
Which political parties supported the advertisement?
The FDP and SVP found the provocation successful, arguing that the electric nature of the vehicle makes it climate-friendly and consistent with the goals of the left-green political camp.
Why did the Green Party oppose the billboard?
Jürg Rauser of the Green Party viewed the ad as contradictory to the city’s Net-Zero goal, comparing the advertising of such products to the banned promotion of alcohol and tobacco.
Do you believe corporate advertisements should be permitted to use political provocation to promote their products?
