«Made in Switzerland». El descarado y brillante ejercicio de marca país suizo en Eurovisión 2025

PorRui Shang

Muy pocas veces un país tiene la oportunidad de que una audiencia de decenas de millones de personas estén atentas de él. Una de esas ocasiones en Europa es el Eurovision Song Contest o simplemente Eurovision. Y esta vez, el país anfitrión ha sido Suiza.

Siempre está en discusión que el concurso musical no se debe entremezclar con la política, pero la historia del certamen es antagónica a lo que predican. Cuando presentadoras suizas Sandra Studer y Hazel Brugger presentaron el interludio «Made in Switzerland» sobre el país anfitrión, en la primera semifinal de Eurovisión 2025, no solo ofreció entretenimiento, sino que desplegó una auténtica obra maestra de poder blando y marca país. 

Sandra Studer y Hazel Brugger interpretando el interludio «Made in Switzerland». ©Sarah Louise Bennett para Eurovision Broadcast Union (2025).

El número musical juega hábilmente con los estereotipos suizos  (los relojes de aguja, el chocolate, Roger Federer o el yodeling)  para presentar una imagen moderna e irónica del país. Las presentadoras reivindicaron desde inventos menos conocidos como el pelador de patatas hasta la presentación de uno de los personajes más arraigados a la nación helvética, la leyenda medieval William Tell.

En el marco político, este despliegue ante millones de espectadores proyecta además un potente mensaje de orgullo político cuando afirma: «We’ve invented democracy and the voting system too» (inventamos la democracia y el sistema de voto) —aunque no es cierto técnicamente—, posicionándose estratégicamente como arquetipo del sistema democrático directo y exportador de valores occidentales desde el corazón de Europa.

Además, la neutralidad es un tema de orgullo y sátira a la vez que se menciona en dos ocasiones. En primer lugar la alusión a su industria armamentística neutral con la frase «It’s made in Switzerland. Like our neutral weapon industry». En segundo lugar, la declaración «Unpolitical, strictly neutral» (apolítico, estrictamente neutral) también revela la paradoja sobre Eurovisión: proclamar neutralidad política mientras se ejerce una diplomacia cultural agresiva: voto amigo, líos diplomáticos, lavados de imagen… Esta carrera diplomática es —a estas altura de la película— un secreto a voces. 

Los países saben que acoger Eurovisión equivale a una campaña publicitaria internacional de valor incalculable. El festival siempre ha sido un campo de batalla del poder blando donde la cultura popular transmite mensajes diplomáticos sutiles pero efectivos.

Al final, «Made in Switzerland» demuestra que a veces, tres minutos de humor y música logran más por la marca país que cuantos cientos de serios comunicados oficiales. Porque mientras la discusión sobre la coherencia de los organizadores del ESC sigue encima de la mesa, Suiza consigue demostrar con esta actuación, que siempre ha sido un baluarte occidental con sus fortalezas y sus errores. 

Made in Switzerland del canal de Eurovision

Letra «Made in Switzerland»

In 1989, the ESC returned to Switzerland after our beloved Celine Dion’s win. And now Nemo brings the biggest music show in the world back to Switzerland. That’s so cool because hosting Eurovision is always the perfect opportunity To showcase your country in the best light and break down all stereotypes. 

What do you mean by that? 

Well, quite simple. For example, if I ask you what do you think of Switzerland when you think of Switzerland? What’s the most Swiss thing from Switzerland?

It’s not Roger Federer. 

Do you think that Switzerland is just the motherland of all the watches chocolate and just a winter wonderland? 

No, we have more than yodeling. The best inventions are all made in Switzerland. 

Eh… For example? 

Well, instant coffee, potato peelers and processed cheese. The famous Swiss army knife with clever tools 

…and a lift of ski 

You know there wouldn’t be a rock star without the electric guitar.

Hazel, let’s do this.

All right, Sandra .

Made in Switzerland like the zipper and muesli. 

Made in Switzerland like the internet or LSD. 

Made in Switzerland. And when you need transparency, just use some cellophane that’s made in Switzerland.

Like the gauntlet press —take two and one for free. It’s made in Switzerland. 

Like our neutral weapon industry.

Made in Switzerland. The theory of relativity is theoretically made in Switzerland.

But there’s one thing that’s more famous and even bigger than the mutter hole.

What could it be?

Here’s the absolutely true and never-before-been told story of how the most Swiss invention of all was born.

It all started in the mid-fifties, in the mid-fifties of the thirteenth century. When this ancient land was in desperate need of a hero who’d unite them all. 

The colour has changed to sepia, welcome to old Helvetia. This land is rich in poverty. There’s hunger, thirst, and misery 

We are some poor, that cheese has holes. We need someone to save our souls, save us from misery, lead us to liberty here in old Helvetia. But who will lead us to the light? 

Is it Heidi? No!

Is it just the regular Swiss cow? Mmm No! 

Is it the Wicked Witch of the West? Uh… No!

And most certainly not Roger Federer. No! 

It’s our national hero, the Swiss version of Robin Hood who fights for good. We know him well. It’s William Tell! 

Oh! I’m a crossbow man and a hero, but I just can’t stand the sight of blood. I’d rather sing in bright light nights and dance in sassy tights. 

I have a vision of a world without division. I have a vision where to love is our mission. So here’s my decision. We do a music competition and I named this vision… Concours Eurovision de la Chanson. Oh, nevermind. Let’s call my vision… Eurovision!

Made in Switzerland, we celebrate Tell’s vision here. Made in Switzerland, on television every year. Made in Switzerland, and now you finally understand that like the Swiss, Eurovision is… 

Unpolitical, strictly neutral. Doesn’t matter if you’re good or brutal. Welcome, gender diversity but with decency and no nudity. 

Sparks of fire and crazy lightning make the staging far more frightening. 

Why the hell is it raining here? Oh, is it Gjon’s Tears? No, it’s… Tears from roach of Fader-Eer 

We’ve invented democracy and the voting system too. So blame it on the Swiss if your song won’t go through.

Made in Switzerland, we’ve invented ESC. Made in Switzerland, to unite the people peacefully. Made in Switzerland, we sing and dance in harmony.

Let’s raise our fondue forks in unity ‘cause Eurovision as you see: all made in Switzerland.

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