Information today is often one-dimensional and superficial. It’s different in the “SonntagsZeitung,” the leading Swiss Sunday publication. The Sonntagszeitung gets to the core of things and reveals a much more complex picture. This is visualized through the Babushka-principle: beginning with a superficial topic, layer by layer the figures uncover a deeper insight.

In the spot, we see how much room the bearer of hope Obama really has in which to maneuver: the political superhero is revealed to have empty pockets.