"The Password"

9 April 2025

60s

Taking the pass.

Byzantine Wi-Fi passwords haunt the woman in this commercial for Swiss telecommunications company Sunrise. Every hotel she stays in, bar one, has its own nightmarish jumble of letters, numbers, symbols, and punctuation marks to interpret—a task made harder by the infernal dance between upper and lower case. To log in feels like a lost cause.

The last straw is when a receptionist says "R like in Roger", to which Roger Federer, for it is he, responds with a playful "Roger that!" You can tell the protagonist wants to lamp him, but you just can’t do that to Switzerland's most successful tennis player. What she can do is get unlimited data through the advertised provider and skip the whole Wi-Fi nonsense for good.

Switzerland

Telecommunications