Every time I come to Russia, I spend a week watching TV from 3 a.m. until my family finally gets out of bed thanks to the joys of jetlag. This gives me ample opportunities to absorb the latest in popular culture and current moods without leaving my pull-out couch because few things reflect that quite as accurately as the ads. Here’re my personal top five:
5. Nutella
Russian celebrity Garik Kharlamov tries to inspire guys to show appreciation to their wives by making breakfast (and maybe even serving it in bed?). The ad aired around March 8, Women’s Day in Russia, which in 2019 coincided with Maslenitsa, a spring holiday of pancakes. What better way to express your love than with pancakes smothered with Nutella? Why it’s so Russian: A Russian husband making breakfast?... Yum!
4. Ferrero Rocher. A Christmas Concert
A young musician joins an orchestra and faces less than a warm welcome until the soloist lends him a helping bow. By Christmas concert, the new guy is up to speed and is offered the soloist’s position but gives it up to show support for his new friend. Why it’s so Russian: A classical orchestra playing some beautiful music plus the concept of showing appreciation through chocolates (just ask Russian doctors and teachers).
3. Sberbank
Who can make a deposit at Russia’s biggest bank faster: Grandma and her twenty-something grandson? He has to race to an actual office while she has to figure out how to use his smartphone. She’s never swiped left. He has to ask for directions. It’s on! Why it’s so Russian: Like any caring grandma, she says: “Keep your back straight.” And yes, “I pressed something and everything disappeared.” And she’ll feed you at the end.
2. Nike Girls. You’re Made of What You Do
A girl starts out singing a popular Russian song about how girls are made of flowers and marmalade and “all things nice” but soon sees famous Russian female athletes in the audience and changes the lyrics to say words like “strength”, “determination”, “perseverance”, “bruises and punches,” and of course, “heart” and “accomplishment.” Why it’s so Russian: Because Russian women know a thing or two about all those things and in my unbiased opinion, have no problem kicking some serious ***.
1. Kuvalda.ru. Dinner by Chainsaw
In this ad for an online hardware store, a husband gets a list of household chores from his wife, which he manages to nail with all sorts of heavy equipment and all the while keeping an eye on a baby. My favorite part is stapling the baby to the wall and grilling steak by a super-sized heater. Why it’s so Russian: The never-dying hope that any guy lounging on a couch could do all.
