Cloud of knowledge

Insolence and courage: How brands use scandalous stars in advertising

The other day, the owner of the online store Baon Ilya Yaroshenko admitted that the decision to attract Ivan Okhlobystin to promote the brand was very successful. Since Okhlobystin left the post of creative director of Euroset and began to collaborate with Baon, the company's sales have quadrupled. The news of the appointment of Okhlobystin as Baon’s face was spread throughout the media, and public comment brought new customers to the store. Yaroshenko added that he is not afraid of losing those buyers who are repelled by the actor’s homophobic mood. H&F found several brands that risked attracting bright and ambiguous personalities to their advertising campaigns.

Tolokonnikova and Trends Brands

Late last year, a trendy retailer Trends Brands launched a high-profile advertising campaign. Immediately after the release, Pussy Riot member Nadezhda Tolokonnikova appeared in public in the clothes of this store, and then took part in a fashion shoot. The images that appeared have been actively discussed on the web for several weeks. The information line turned out to be so strong that about 50 publications, including English-language media, wrote about Tolokonnikova in clothes from Trends Brands.

“Traffic on our website during this period increased five times, and sales quadrupled. Feedback is even felt in offline stores. Many people who come to our stores say they learned about Trends Brands thanks to Nadia Tolokonnikova,” Company representatives told H&F.

Trends Brands also noted that there were a lot of negative comments on social networks, but, strangely enough, most critics still remained in the subscribers.

Sobchak and Tinkoff Credit Systems Bank

In June 2012, on the eve of another opposition rally, Sobchak’s apartment was ransacked as part of a criminal investigation into the riots at a May 6 rally. Tinkoff Credit Systems Bank decided to use this loud story for its promotion.

The journalist starred in a commercial for the bank titled "Search-2 by Ksenia Sobchak." In the story, people wearing masks and camouflage break into the TV presenter, find a safe, but instead of cash they see in it an envelope with two plastic cards. The advertisement ends with the appeal of Ksenia: "Keep the money in Tinkoff Credit Systems bank, and not at home in an envelope."

As the bank owner Oleg Tinkov said in his blog, the company decided to support Ksenia Sobchak, who was “in an unpleasant and stupid situation”, and, on the other hand, “show the stupidity of these people.”

Noize MC and Adidas

In 2013, Adidas Originals launched a global fall / winter advertising campaign that created the new All Day Originals anthem. For promotion on the Russian market, Adidas attracted the scandalous artist Noize MC - the rapper recorded a remix of the anthem.

The Russian version of the composition was performed during the Unite All Cities party, and after that a clip appeared, on which rappers the size of skyscrapers walk around the city and perform the anthem in two languages.

Nikita Dzhigurda and Portal
public services

In 2012, the online service gosuslugi.ru began to actively gain momentum. Nikolay Nikiforov, who had previously developed electronic public services in the Republic of Tatarstan, was appointed the new Minister of Communications and Mass Communications. At the same time, a viral video with the participation of Nikita Dzhigurda appeared on the Web. He and some young man sorted out relations in the queue of a state institution.

The opponent of the artist insisted that he should go first, since he had registered in advance on the public services website, about which Dzhigurda had not heard anything. For several months, Dzhigurda insisted that he came to the FMS to draw up documents, and accidentally became involved in a scandal, but eventually admitted: the goal was to advertise public services before him.

Sergey Shnurov and the drug "Alikaps"

One of the main Russian brawlers, musician Sergey Shnurov, also decided to earn extra money on his image. A couple of years ago, he starred in an ad for Alikaps, which boosts male potency.

In advertising, the musician sits in the dressing room and drinks vodka while playing the guitar. At the command of the administrator: "Cord, get up! Fans are gathered," he drinks Alikaps tablets and goes on stage. The video exists in two versions: in the original fan in the fan zone, breasts are exposed, but the girls did not enter the version for the TV channels.

Cover photo: Andreas

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