Ever since programmes like Miami Ink stormed onto our screens, tattoos have become a real lifestyle trend. Tattoo artists have sprouted like mushrooms. The Swiss capital of Bern alone is now home to around 100 studios. They are joined by at least the same number of backyard parlours, where hygiene and quality are not generally top priorities. The consequences of letting any alleged tattoo artist loose on your skin are portrayed in the cinema ad for Skin Deep Art.

It shows: tattooing is a matter of trust.