E-Malt.com News article: 3343

Russia: According to new requirements of the law “On Advertisement”, “Yarpivo” group and TNS creative services created a new version of televised commercial “Smile” for “Yarpivo” brand. The agency had an objective to keep the main idea and general positive mood of brand ideology, making communication corresponding to legal requirements. Some changes made in ideology of the commercial haven’t affected the positive mood, overwhelming every frame of it. Its set of video images bears positive and light attitude to life and things. The slogan of the commercial was also changed in accord with new requirements of the law “On Advertisement”, however its basic concept was preserved and approved both from the part of the customers and of the televised channels. “Bolshe pozitiva!” (“There should be more positive”), Yarpivo advises. This is the meaning of the commercial. Even after introduction of certain adjustments, the commercial created in the musical clip style, remains non-standard and vivid for the beer category. A new version of Yarpivo’s commercial was recognized fully corresponding to the amendments to the law “ On the advertisement”. Since September, 20th the commercial has been broadcasted at all the national TV-channels: “the 1st channel”, at the “Russian TV”, “STS”, “7TV”, “MTV” and “Muz TV”.

29 September, 2004