1st - 14th September
Kinoclub at Winzavod
Advertising that is neither sold nor made to sell
Television ‘Youth 402', Lipstick ‘Northern Lights', ‘Electric pen' and the nice, refreshing drink ‘Baikal' are all household items that became indispensable attributes of the Soviet Union in the 1970's and 80's. Even during times of hardship, the advertising of the products maintained certain functions, perhaps the most important of which was the notion that ‘our industry is still good, and everything is going well for us'.
‘A WHOLE ZOO OF TOYS WILL BE PUT IN THE BOX IF THE TOYS ARE MADE FROM PVC FILM'
The paradox of soviet advertising was that it was an advert of goods you couldn't get in the country "where there is everything". Creative agency Saatchi & Saatchi examines phenomena of soviet advertising in the TV ads shot in Leningrad film studios in 70's and 80's. Two 60 minute long programs with a selection of different commercials of the period will be shown during the festival. It will be a curious cinematic revelation for the audience.
‘GLASS BUTTONS ARE AN IMPORTANT DECORATIVE FEATURE OF WOMEN'S CLOTHING'
The chronometry of commercials was more than just a little unusual. It lasted between three and 40 minutes, which now is simply impossible to imagine. Soviet TV videos look more like a short movies, rather than adverts. And it is not surprising because it was shot by famous soviet documentary filmmakers in their free time. It is believed that the first commercials appeared in the Soviet Union in 1972. It was an advertisement for aerated chocolate. There was even talk that Nikita Sergeievich Mikhalkov himself wrote the script for this innovative product. The story is incredibly beautiful, more beautiful than you can even imagine. But whether Mikhalkov was there or not, you will be surprised to find in it many familiar names and well-known actors among them - Smirnov, Boyarskii, Svetin, Merkuryev. They talked about the use of pawn shops, the indispensability of Soviet furniture and much more.
‘EXCELLENT EXTERNAL FIGURATION. THAT'S THE SECRET OF THEIR POPULARITY'
The Soviet Advertising Festival will be in keeping with the special program of the Festival of repressed cinema "Shelf".