The blessings of Migros

Familie M was Migros’ first promotional feature film. It told the story of a typical Migros family, the Mosers, and featured stars such as Emil Hegetschweiler and Elsie Attenhofer. The film was screened at cooperative events and reached a large audience.

From the time that Migros acquires shares in Praesens-Film AG, Gottlieb Duttweiler regularly commissions the company to produce advertising and promotional films. Thus, in 1949, the advertising film Familie M, starring well-known popular actors and actresses, including Emil Hegetschweiler and Elsie Attenhofer, is made. The director, Leopold Lindtberg, internationally famous for the war drama Die letzte Chance, is reluctant, considering the film contract a “not very exciting” compulsory exercise.
Familie M begins with a Brückenbauer journalist visiting the Moser family. He has been commissioned to write a portrait of a typical Migros family. Since the Mosers do not want to participate, he starts to tell them – and the audience – of the advantages of Migros. He finally spirits away from their living room everything that was bought from Migros. This trick persuades the family to agree to his request.
Familie M was shown mainly at events for housewives and at cooperative meetings. In an announcement, the Brückenbauer invites cooperative members to bring along friends and relatives, and promises “pleasure, humour and wit”.