“We were aware that the ‘Master’ clip would polarise people more than the ETH trailer we produced with the same agency two years ago,” says Rainer Borer, Head of Corporate Communications at ETH Zurich. “But the extent of the reactions and especially the level of emotions still surprised us.” At the same time, he stresses that the video has triggered many discussions about studying at ETH Zurich. Discussions that also describe everyday student life and include realistic input from ETH students. For example, there is a lively “cringe” discussion on
with 300 comments, some of which are from ETH students. “These sorts of discussions are important. That’s how we get the conversation going. And, of course, we don’t think that someone will decide for or against ETH simply because of a video”, says Borer.