This surreal film about a belly is actually a tourism ad for Vienna

Vienna's tourist board is no stranger to attention-grabbing marketing moves -- including putting the city's artworks on OnlyFans and more recently, placing an avatar of its famous resident Sigmund Freud in the metaverse. But its new campaign is perhaps its most surreal. A six minute film, created by its longtime agency Jung von Matt/Donau, sees a giant, walking belly taking a trip to Vienna (having left behind his human owner furiously pedaling on an exercise bike) and seeing the city's famous sights on his own. Eventually, the two are reunited, and go on to share a meal in a restaurant. Vienna Tourism describes the film, directed by Björn Rühmann as "a surrealist ode to indulgence and acceptance" and indicates that it promotes "a more indulgent approach to traveling." And while there's a nod to the city's famed culinary delights likes cakes and pastries, it's not all about literally filling your belly, but indulging culturally too. "Real moments of indulgence are becoming increasingly scarce these days as we get lost in endlessly discussing self-love, acceptance and body-positivity,” said Norbert Kettner, director of the Vienna Tourist Board, in a statement. “Viennese culture has been questioning body ideals for hundreds of years. We thought it was time to embrace the consequences of self-love. The belly is a heroic figure that in the end arrives at a realization: only if you love yourself, you can truly indulge. Without shame. Without judgment."The campaign will appear across TV, video on demand, cinema, radio, print, display, social and out of home, including iconic sites including Piccadilly Lights and Heathrow.

This surreal film about a belly is actually a tourism ad for Vienna

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