Swarms of black minarets bristle like missiles over a Swiss flag, next to a woman in a black burka. Black sheep, black ravens and black and brown hands grab Swiss passports.
This is the visceral world of Alexander Segert, the advertising guru of Europe’s new right.
It is a world of controversial images that provoke howls of outrage from across the political spectrum. One campaign, which depicted leftwingers as red rats stealing coins from a distraught-looking animated purse, was likened to Nazi propaganda.
In a rare interview in Zurich, Mr Segert dismisses the comparison. “When your opponent hasn’t any good arguments, they always wheel out the accusation of fascism,” he says. “It just shows how helpless they are.”
Head of the Swiss ad agency, Goal AG, Mr Segert has for years designed campaigns for the ultra-conservative Swiss People’s Party (SVP), as well as the rightwing populist Austrian Freedom Party (FPÖ). Now he’s branching out, selling his provocative brand of political PR in a much bigger market – Germany.
He is doing so at a pivotal moment in modern German history, with Angela Merkel facing an unprecedented challenge from the upstart, anti-immigration Alternative for Germany as she seeks a fourth term as chancellor in elections next year.
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