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This Russian carbonated beverage commercial is definitely doing its job of making people want to buy their product, but it is also indirectly introducing an under-acknowledged Russian drink to other countries. It all works, however, due to its overly explicit publicity tactic.

▼ Remember, this is definitely not safe for work.

Via the comments section on LiveLeak, we’ve learned some interesting things about this commercial, most importantly is that it’s not actually a beer commercial, it’s a Kvass commercial.

According to one knowledgable viewer:

“Kvass is not beer, [it] is a fermented beverage commonly made from black or regular rye bread. The color of the bread used contributes to the color of the resulting drink. It is classified as a non-alcoholic drink by Russian and Ukrainian standards, as the alcohol content from fermentation is typically less than 1.2%. Generally, the alcohol content is low (0.05% – 1.0%). It is often flavored with fruits such as strawberries and raisins, or with herbs such as mint. Kvass is also used for preparing a cold summertime soup called okroshka.”

While this disappointed some viewers, others backed the strange Russian bread booze:

“My Russian colleagues tried to explain, but I didn’t understand so they bought me a bottle. When I was alone [on] a cold night in Russia, Kvass and I sat there together in my hotel room and I devoured her with significant delight. It is one of the best beverages I’ve ever tasted!”

▼ It can’t be so bad, they seem to enjoy it.

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Okay, so it’s not beer, but it’s also apparently not a regular TV commercial, so guys, don’t pack up and move to Russia for the CMs, this is not what you’ll find. Another user commented that, “It looks like some shock marketing by a brewer, but not released as an official advert, just dumped on YouTube.”

Official commercial or not, it’s doing its job. It is definitely getting plenty attention (mostly from the male populous), but they have some interesting takes on the ad.

Many were easily sold on the product, immediately reaching for their favorite Futurama “Shut Up And Take My Money” meme, but others became strangely concerned with the male star of the ad, whom they mused may in fact be gay, resulting in some unusually deep discussions about ad psychology:

“It’s a psychological thing. They put a dude there because you can trust a dude’s opinion, but he has to be gay so you don’t feel like you have to fight him over the women.”

Interesting.

Well, beer or not, official commercial or not, Kvass seems to be a really popular drink, and even Russian President Vladimir Putin admitted to liking it during a recent press conference, so it might well be worth a try!

Source: LiveLeak, The Interpreter
Images: LiveLeak video stills