The makers of this documentary asked Swiss citizens to make suggestions for improving the image of their country.

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Andreas Pfiffner and Simon Baumann go out into the Swiss population to gather ideas on how to combat the bad reputation that Switzerland has abroad. In point of fact: the rise in xenophobia, the accumulation of capital hidden from the tax authorities of foreign countries and the indecent exploitation of raw goods. One takes along his camera, the other his boom mike. Unfortunately, all they collect are clichés: praised are things like lakes, mountains, Alphorns, hard-working citizens, cleanliness, tranquility and the respect for established order. But the old demons soon resurface. "A positive image? All I see everywhere is filth," replies a woman all wound up over foreign immigrants...

The two directors don't take themselves seriously, which is a problem as everyone else follows their approach to the letter: not only the average people who don't notice they're being laughed at, but also the interviewed specialists such as a psychologist, a teacher, a financier, a patron of Présence Suisse, a priest, a defender of human rights. All are packaged and labeled. In addition to this infantile approach, the fact that they only interviewed Swiss Germans (who, on a more elevated level, really seem to be masters in the art of admitting one's guilt), risks underlining the bad image that the French-speaking Swiss have of them.