Tina Turner officially became a citizen of Switzerland last year. So telecom company Swisscom has picked her to star in a spot promoting its iO communications app, in which she retells her life story with a few extra Swiss touches thrown in. Created by Heimat Berlin and directed by Johan Kramer, its subtly hilarious highlights include clips of her serving fondue to her rockstar friends, yodeling her way through "Simply the Best" and practicing archery as a kid. Consummate performer Turner plays along with the gags beautifully as well as conveying a genuine affection for the country.
The ad's slogan, which translates a "By the Swiss, for the Swiss," underlines the iO product's offering of high security data settings (in accordance with the country's strong data protection laws), something that Turner also alludes to in the film.