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When the great and mighty Soviet Union ceased to exist, a state was formed in its place, in which the government planned to create a new economic model, implying the introduction of the basic principles of capitalism.
Now the market began to appear hitherto unseen goods and services. And advertising, as you know, is the engine of trade, so representatives of the new elites, who are actively involved in the creation of commodity-money relations in the young state, began to actively use this tool to increase their capital. The 90s was an incredible and unique time. The wind of freedom, raging not only in society, but also in their heads, made people believe not in a bright future, as it was under socialism, but in the beautiful assurances of advertisers pushing brands to the masses that are still remembered thanks to these memorable commercials.
Now, reviewing these advertisements on the Internet, we are nostalgic, remembering all the good things that happened to us at that difficult time – after all, we were younger!
We present the 10 most striking commercials of the nineties era.
10 MMM
Probably, only in our country, and only in the 90s, such a dubious enterprise could acquire such a scale.
And in many respects the merit of this “soap bubble”, which eventually became the cause of a huge number of dramatic (sometimes even tragic) stories, lies in the advertising campaign, which stretched out into a kind of mini-series, where the main character was the legendary Lenya Golubkov. His famous phrase: “I will buy boots for my wife!” went straight to the people.
9. Bank Imperial – Tamerlan
Each promotional episode of the Imperial Bank series can be considered small historical short films that deserve the highest critical acclaim.
To this day, representatives of the generation of the 90s remember all the historical characters and quotes from these videos, which later became popular.
According to experts, the promotional videos of the Bank Imperial, even in our time, when funds unprecedented for the hungry 90s are spent on advertising, remain a model of quality and taste.
8. STIMOROL – Police Stop
This video made a revolution in the minds of our average compatriot, because his idea of what a police officer should be like from the moment this advertisement was published has changed forever.
In a small thirty-second video, concisely, but quite intelligibly, the basic principles of successful existence in the new capitalist society were described – self-confidence, a slightly haughty facial expression (which, according to the creators’ idea, acts very attractively on the opposite sex), and absolute freedom of action, bordering on permissiveness .
7. TV Park
“Read “TV Park” and your hair will be soft and silky, and the acid-base balance will be normal” – many people still remember this famous slogan.
At the moment, this newspaper cannot be seen on domestic shelves, but in the nineties, despite the general lack of money, it was an incredibly popular magazine. It was first published in 1994 and became the first Russian TV guide.
In 2013, the TV Park campaign went bankrupt. This is how the story of the cult TV guide ended prosaically.
6. Margarine “Rama”
Now it is difficult for most of us to imagine that an advertisement in which a sandwich with margarine was pathetically presented could provoke the process of salivation in most viewers. What can I say – the hungry 90s.
5. Nescafe
In the nineties, for ordinary people, advertising was not only a tool for promoting certain goods, but also a way to plunge into another reality for at least a couple of minutes and escape from the dull dullness of real everyday life.
People appeared on the screen, completely unlike the driven, living from paycheck to paycheck, Russian citizens of the 90s. And the Nescafe commercial was no exception here, thanks to which at that time it seemed to everyone that coffee of this particular brand was an indispensable attribute of a comfortable life.
4. Mamba
The famous commercial for the sweet chewy Mamba candy with the equally famous slogan: “Everyone loves Mamba! And Seryozha too! on Russian television of the nineties became a real hit.
Children and teenagers, greedy for color pictures from TV, harassed their parents with requests to buy candy.
In fairness, it should be noted that not only the children of our compatriots loved this candy, but also millions of other children from 80 countries where the legendary Mamba was sold.
3. yupi
In the mid-90s, from all the “blue” screens of our vast country, the famous advertisement about the birthday was constantly broadcast, which “does not even look like a holiday until” Yupi “appeared.”
When this drink appeared on sale, children and some teenagers began to believe that natural juices or compotes are a relic of the past. Now colored powder with a pungent fruity smell has become a necessary attribute of a feast.
Surprisingly, the song from this commercial turned out to be so memorable that, after so many years, those who caught these happy times can sing it.
By the way, few people know that the powdered drink is still being produced, despite the fact that (fortunately) its popularity is no longer as high as it was in the nineties.
2. Invite
Well, who does not remember the famous slogan “Just add water”? It was not only popular throughout the post-Soviet space, but also became the basis for creating many anecdotes and funny television sketches, for example, in such cult television programs as KVN or Gorodok.
1. Blend-a-med
This advertisement had a slightly different format compared to the above. There were no flashy slogans or “sticky” tunes.
Probably, the creators of this series of commercials expected that yesterday’s Soviet people would be greatly impressed if a person in a white coat advertised toothpaste (after all, no one canceled the reverence for doctors, cultivated over the years by the Soviet state), with a serious face, making some incredible experiments with eggshells.
Perhaps, everyone who saw this advertisement, at least once in their life, wanted to experimentally double-check the effectiveness of this paste, but most of the inhabitants of our country did not have extra eggs in the house in the nineties, so they had to take a word from the screen.