Unforgettable Advertisements of 2021

Navigating the Russian Market: Memorable Brand Advertisements

Foreign brands often encounter numerous questions when promoting their names in the Russian market. These queries include:

• Should the advertisement be localized or original?
• What appeals to the Russian audience?
• Should the video be concise or lengthy?
• Which characters and creative approaches are effective in Russian advertising?

While there is much to discuss on this topic, QB Agency experts have compiled a list of the most unforgettable advertisement videos in the Russian market. These videos offer a glimpse into the characters and creative approaches that resonated with the modern Russian audience in 2021. As the saying goes, a picture is worth a thousand words, and these ads provide valuable insights for brand promotion in Russia.

More than an Advertisement: A Cinematic Experience

Could it be a movie trailer? That’s the thought that comes to mind when watching a captivating ad that focuses on the swift delivery of goods, a prominent theme in many brand campaigns today. With its ambitious Hollywood-style production, the Ozon flash-like delivery video flawlessly combines stunning visuals, compelling voiceover work, and a touch of humor. Audiences have expressed their desire to watch this ad until the very end and eagerly share it with their friends. It’s no wonder this video rightfully earns its place on our list of distinctive Russian ads in 2021.

“I’m trying to hear something else… But there’s still Deadpool before my eyes.”

Yandex.Zen left a lasting impression with their original approach to advertising in a video that caught our attention. While the presence of a green character against a green background adds intrigue, it is the voice that truly stands out. Russian-speaking viewers immediately recognize the voice of Pyotr Glants, a renowned Russian voice actor known for his association with Deadpool. The casual and carefree demeanor of the green character also bears a resemblance to Deadpool. It is the combination of these elements, particularly the voicework, that resonated with viewers and captivated both our experts and audiences alike. It is no wonder that this video earned its place on the prestigious list of ‘Distinctive Ads of 2021’.

“If it isn’t Bruce Willis!”

In 2021, MegaFon launched a series of advertising videos starring none other than actor Bruce Willis and Azamat Musagaliev, a popular Russian comedian. However, there’s a twist to the story. The American actor himself did not physically participate in the production; instead, we see a computer-generated version of Bruce Willis in the ad. Yet, the illusion is so convincingly crafted that it becomes quite challenging to distinguish the ad character from the real Bruce Willis. Regardless, the advertisement captivates viewers with its humor, making it deserving of a spot on our distinguished list.

#StillBigMac or #NotBigMac

When it comes to advertising in the Russian market, having Alexander Gudkov as your brand ambassador is already a significant achievement, accounting for 50% of success. But what happens when you feature not just one, but two Gudkovs in your ad? Well, it’s a recipe for guaranteed success. McDonald’s Russia struck gold with their ad campaign that showcased a music battle between Gudkov and himself. Viewers couldn’t help but rave about the ad, calling it “an ad worth watching again,” “one of those ads you can’t afford to miss,” and “the ad I deliberately sought out to watch from start to finish.” The memorable duel between Gudkov and his doppelgänger rightly secures a spot on the list of the most distinctive ads of 2021.

Unleashing Desires and Embracing Expression

Vivienne Sabó made a bold statement with their advertising campaign promoting the launch of a new waterproof mascara. In their video, they enlisted the star power of Dances, a popular project in Russia, to present a captivating “sex fantasy in a subway car.” The campaign also featured renowned beauty blogger Goar Avetisyan, who transformed herself into the embodiment of the promotional avatar. The ad by Vivienne Sabó stands out for its courage, audacity, modernity, and the use of fresh faces. These qualities are why it rightfully earns a place on our distinguished list.

Embrace the Enchantment of the Moment

The anticipation builds every year for the arrival of this brand’s ad before the New Year. Whether or not you’re a Coca Cola drinker, their New Year videos have a way of creating a captivating sense of holiday cheer and magic that you can’t help but want to share. Yes, this may be a localized ad rather than one specifically tailored for the Russian market, but its enduring appeal transcends borders. Coca-Cola reminds us once again this year that true magic lies not in presents, but in those extraordinary moments we long to share and cherish together.