World History, Bank Imperial

World History, Bank Imperial (Russian: «Точность — вежливость королей», «Всемирная история») was a series of popular[1] advertising spots aired in Russia and directed by Timur Bekmambetov between 1992 and 1997 for the bank "Imperial."[2] Over time, this series of advertisements came to be called "classics of Russian advertising."[3][4][5][6] The quotes from these commercials spread among the people.[7][8] At the Moscow International Advertising Festival (MMAF) in 2012, the "Imperial" bank commercials were named the best of the 20-year advertising history in Russia.[9]

The bank itself lost its license in 1998. After lengthy legal proceedings, the license was restored, but in 2005 the bank was declared bankrupt.

Production

When negotiating with Bekmambetov about filming, the president of the bank, Sergei Rodionov, immediately set a condition: no animation, no computer graphics—only live-action shooting. However, according to Timur Bekmambetov, computer graphics were used.[10]

The scriptwriters of the commercials were Mikhail Lesin[5] and Vladimir Perepelkin.[11] The cinematographer was Georgy Rerberg.[12]

Advertising for "Slavyansky" Bank

One of the subsidiaries of "Imperial" was "Slavyansky" Bank,[13] with its chairman of the board of directors being Sergei Rodionov,[14] the former chairman of the "Imperial" board.[15]

The commercial "Boris Pasternak" was directed by Leo Gabriadze (director and cinematographer).[16]

Criticism

The commercials won numerous awards at advertising festivals.[17] Among the awards were the "Golden Apple" at the Moscow International Advertising Festival (MMAF) in 1992, 1994, 1995, and 1996.[18]

References

  1. ^ Elena Smorodinova. ""Hollywood cinema – it's not American cinema"". Vedomosti (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  2. ^ "Russians named the most memorable and the most annoying commercials on TV". NEWSru.com (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  3. ^ Marina Okrimovskaya. "Understanding Russia at the Zurich Film Festival". SwissInfo (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  4. ^ "Timur Bekmambetov: "When I was filming Jolie, my knees didn't tremble"". Segodnya (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  5. ^ a b Irina Milosh. "10 achievements of Mikhail Lesin". Sostav (in Russian). Archived from the original on 2018-10-11. Retrieved 2018-10-16.
  6. ^ Yaroslav Korobatov. "Timur Bekmambetov: "People are turning into cyborgs, and Angelina Jolie treats her body in a very modern way"". Komsomolskaya Pravda (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  7. ^ Tatyana Ternovskaya. ""Imperial": The story of the bank promoted by Suvorov, Napoleon, and Louis XIV". Bankir.ru (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  8. ^ Alexander Levinsky. "The burden of the first. How Timur Bekmambetov became the most commercially successful producer". Forbes (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  9. ^ "The best advertising of the 20-year period determined". MMAF-2012 (in Russian). Archived from the original on 2018-10-18. Retrieved 2018-10-18.
  10. ^ ""World History" by Bekmambetov". Snob.ru (in Russian). Archived from the original on 2010-02-15. Retrieved 2018-10-16.
  11. ^ Inna Denisova. "Free sailing". Profile (in Russian). Archived from the original on 2018-10-18. Retrieved 2018-10-18.
  12. ^ Darya Borisova. "80th anniversary of the birth of cinematographer Georgy Rerberg". Na zapade Moskvy (in Russian). Archived from the original on 2019-04-03. Retrieved 2018-10-16.
  13. ^ "Imperial" does not intend to pay "Slavyansky's" debts — Kommersant, October 12, 1995
  14. ^ Slavyansky Bank. Structure of management bodies Archived March 3, 2009, at the Wayback Machine — official website of the bank
  15. ^ "Rodionov Sergei Sergeevich". Archived from the original on 2009-09-16. Retrieved 2009-12-07.
  16. ^ "Slavyansky Bank. Poets: Mandelstam, Pasternak, Blok, Pushkin". Archived from the original on 2017-03-03. Retrieved 2018-10-19.
  17. ^ "Biography of Timur Bekmambetov". RIA Novosti (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.
  18. ^ Alexander Kosovan. "On three letters. Russian advertising from MMM to the near future". Snob.ru (in Russian). Archived from the original on 2018-10-17. Retrieved 2018-10-16.

Literature

  • Salnikova, E. V. (2001). Aesthetics of Advertising. Cultural Roots and Leitmotifs. Moscow: State Institute of Art Studies of the Ministry of Culture of the Russian Federation. pp. 219–227. ISBN 5-89329-492-0.
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