GER26 Hello Betty

Set in 1956, this heartfelt and inspiring dramedy from Swiss director Pierre Monnard tells the incredible true story of visionary advertising pioneer Emmi Creola (played by Sarah Spale). A talented copywriter, Emmi defies her male-dominated workplace by inventing fictional housewife “Betty Bossi” in order to promote a major client’s food products. Many people believe that Betty Bossi is a real person, and as Betty’s popularity skyrockets, Emmi unexpectedly finds herself in the spotlight. But as she pushes back against the expectations that defined a woman’s place in 1950s Swiss society, Emmi soon struggles to balance the expectations of her public persona with her professional success and family obligations. Betty Bossi went on to become Switzerland’s culinary icon and a household name across generations, as she shaped the nation’s cooking and views on modern domesticity. A warm and humorous portrait of the 1950s, Hello Betty explores women navigating ambition, identity, creativity and the timeless tension between public image and private life.