Source Why “Yeralash” about volunteers insulted the patriots. Patriotic telegram channels are looking for a “creative producer” of campaign videos calling on men from the outback to volunteer in the NVO zone. Apparently, this guy, if found, will not be redeemed with a standing ovation. The Patriots were outraged by the common idea of agitation: sign a contract and you will improve your financial affairs, and not get drunk without a job. Well, you will defend your Motherland at the same time.
An old man with a mustache, like the commander Budyonny, buys groceries in a store. There is no longer enough money for sausages, and he returns the package he had taken to the counter. To make ends meet, the old man asks his grandson to put up for sale his old but well-groomed Zhiguli. The insolent buyer immediately cuts the price in half – instead of 60 thousand rubles he puts 30. There is nowhere to go, and the old man reluctantly raises his pen to sign the documents. But then a grandson appears, dressed in a military uniform. “Grandfather! We don’t need to sell our “swallow,” he says, tearing the contract for the sale of the car to shreds. “I signed the contract, now we will definitely not be lost!”
This is one of a dozen campaign videos that have been actively exaggerated in Telegram channels for the past couple of days. The discussion in places goes, as they say, to the rupture of the aorta.
The springboard for this discussion was the telegram channel Dvach, which posted videos on December 15 without specifying the source, but placing its own watermarks and accompanying the content with a caustic comment: “So this is where the actors from low-budget series have gone!”
Then the Ukrainian blogger Anatoly Shariy drew attention to the videos. He was thrown comments: they say, this is all the enemies of Russia do. Then the blogger pointed in the direction of the likely author of the idea and gave the discussion a boost.
“According to my information, this is being done as part of the development of budgets of $10 million a month, and a certain P., who is responsible to the Kremlin “for social networks,” is related to the production of this,” Shariy shared his thoughts. “This is being done entirely for budgetary funds and, as the creators assure, it “clearly hits its viewer”, individual depressive regions are cited as an example.”
Kristina Potupchik reacted to Shariy's vaguely targeted attack. Roskomnadzor does not allow us to quote her answer in full, but the point was that Shariy was deeply mistaken.
“From this shit (monitors and informers, put it in the report), which I wouldn’t do for a hundred million, is either treason or stupidity,” Potupchik cut off in her channel.
Next topic , like a hot potato, jumped on the Russian-language “Telegram”.
The “merciless PR man” by logical conclusions found a number of evidence that the videos were nevertheless bungled by “enemies” and in some foreign country spiritually not close: “A strange brand logo (there is no such thing in Russia) on the refrigerator in a supposedly Russian store without the Russian layout in the video about gamers, the old Zhiguli have hung numbers. We're not talking about the fact that the general surroundings in the commercials are strange: not a single recognizable Russian street, cars that you won't find in the Moscow region, typical Baltic interiors in houses. Lack of signage. There are no Russian advertisements on the shelves in the store, the shelves are half empty.”
In response, Internet users began to dig rapidly.
They identified not only the Produkty store, sheathed with siding, in the Solnechnogorsk district of the Moscow region from the video “Queue at the store”. Blurred silhouettes on store shelves in the video “Swallow” (about the sale of grandfather’s “penny” canceled by the grandson) were recognizable as doy-packs with Russian blueberry and peach-mango jam, as well as a brand of instant oatmeal. They also found some actors who turned out not to be residents of the Baltic countries, but residents of Moscow, Chelyabinsk and Vladivostok. So, the grandson from the video “Swallow” was played by Moscow actor Denis Naberezhnev, the impudent buyer of the “penny” was the Chelyabinsk host of the holidays Denis Korol, the grandfather was Grigory Shulchenko. Other performers of the roles were also deanonymized. All are Russians. And “Dvach” added fuel to the fire, saying that the videos originally appeared in the tiny public “I'm mobilized” and “should have been boosted through advertising with a target on muhosranski, but everything did not go according to the plan of the customers”
The “I am mobilized” community was created on VK on November 18th. The first post was published on November 21: “A favorite of the assault brigade, a dog with the call sign “Bandit” is serving with his master.” Subscribers – 400, the list of participants is “hidden by the leaders of the community”, there are no administrator contacts. From December 2 to December 15, the community posted about two dozen staged propaganda videos of varying degrees of artistry. Moreover, the ratio of the number of community subscribers, the number of video views and the “likes” given to these videos suggests cheating.
The very first in a series of film masterpieces was a video called “Patriot Cat”. Since December 2, it has received a little over 1600 views.
Plot: a ginger cat sits on the couch at home, sees an advertisement for contract service on TV, goes to a store, buys a bag of “whiskas” there, after which he scratches at the military registration and enlistment office and ends up at some training base in the forest. There, a patriot cat jumps on car tires, urinates on a leaflet with a pacifist slogan, pokes a knife in the neck of a man with a Ukrainian flag crookedly stuck to his helmet, and bumps fists with another man with the letter Z on his sleeve. After that, a new friend hands the cat a thick pack of brand new five-thousandth bills. The cat gets behind the wheel of a car and drives home. There he falls again on the sofa – but this time in a pile of five-ruble bills. “The patriot cat defends the country, but he has paws,” fiery letters appear on the screen. – Help the patriot cat. Become a volunteer.”
The next video, called “Debtor”, has already been viewed over 54 thousand times, he received as many as 362 like hearts and five not very approving comments. We dare to assume that the effect of the online store worked – the buyer, who was satisfied with everything, disappears with the purchased product in the fog, and the review is set up by the one whose something has broken off or does not turn on. Patriot Cat, by the way, has only 8 hearts, and there are no comments at all. The video about the debtor was published on December 6.
Plot: a certain Ermolaev Valery Pavlovich, born in 1999, enters the military registration and enlistment office. His personal file is stamped “Approved”. The next frame is the front door of the hero's apartment, covered with children's crayons: “The debtor lives here. Return the loan! At the exit from the hero's apartment, two unpleasant types meet. “Pay the interest in a good way,” says one. “Otherwise we will come to you again and break your hands!” adds his disgusting partner. “Guys, I signed the contract,” the hero answers them, unfolding a piece of paper folded into three folds. – Have you read Federal Law 377? Credit holidays…» Collectors dejectedly wander away. “Hey, guys,” the hero of the video says after them. – Wash the door. Now I only owe the Motherland.” “You have two options,” says a pleasant male voice-over. – Protect yourself from collectors. And the second is to defend the Motherland!”
The video “Responsibility” was also posted to the public on December 6th. It has more than 84 thousand views, but likes about the same as “Debtor” – 391. There are six comments.
A woman in a brown polka-dot knitwear cuts an onion and cries. Her man in a T-shirt is sitting at the table drinking tea. An older man, in a T-shirt and shorts, climbs into the refrigerator, extracts half a ring of “Krakowska” from there and bites off with pleasure along with the skin. Feels like a reference to a classic. Remember, in “The Heart of a Dog”: “I'd rather eat Krakow myself!” “Valera, are you eating sausage again?” – a grumpy female voice is heard from off-screen. And then he prints a young man with a phone – they say, get down to business! In general, the disposition is clear: older children live with unpleasant parents who seize them. And then – a miracle! – it turns out that there is money for the move: the husband signed the contract. “Did you decide that yourself?” the wife rolls her unnaturally aquamarine eyes. “I, as a man, have to decide such things myself,” the husband says. “That’s why you love me!” – “Sash … well … it's a long time!” she says. “Long is living with your parents for ten years!” he answers. “This is so unexpected,” the wife melts. Her father, in shorts and a T-shirt, reappears in the frame and continues to secretly eat Krakowska.
On the same day as “Swallow” about the sale of grandfather's car, the “Boxers” video was posted to the public. He collected a little more than 79 thousand views, 282 likes and one comment.
Plot: Two people in the ring pretend to spar and at the same time make small talk. “Have you found a job yet?” — “Which one? Where they only pay pennies or take from experience? – “Or maybe with me, as a volunteer? You know how well they pay!” — “To the army, or what? It was you who served in the Airborne Forces, but where am I, conscript? In the locker room, the “boxer” who has gathered to volunteer continues to persuade his friend to volunteer. Then he calls him on his mobile: “Brother, we will defend the Motherland, as in the hall, back to back, and you will improve your finances!” “Brother, I don't know!” – “At six zero-zero I'm waiting for you at the entrance, think, decide.” The next day, the doubter gets into the “brother's” car and says, “Let's go!” as if it were a country picnic.
The public has a dozen more videos of the same direction: “Duty to oneself”, “Queue at the store”, “Combat brotherhood”, “Anti-advertising”. A separate genre is short sketches “a letter to a serviceman” (“Wife”, “Son”, “Mother” – they pronounce heartfelt “letters” to the combat zone on camera).
Not all videos are about money. So, for example, “Guard” is about (surprise) a store security guard, whose “fizih, skills and strength” are “more necessary for the guys at the front who defend their homeland.” “Did anyone attack this store in a year? – says the main character of his partner. “I've been working in this store for half my life, but I wanted something great.”
Swearing abounds in the Gamer commercial. The plot: a gamer didn't get along in a shooting game and he went into snipers in order to “play like an adult”.
The “Personal Business” video is clearly inspired by the president’s words at a meeting with the mothers of the mobilized who died while performing the tasks of the SVO: “Some people live or don’t live – it’s not clear, and how they get away – from vodka or something else – it’s not clear, and then they left. Lived or not lived? The plot of the video: the guy Misha wants to become a volunteer, because somewhere his brother is serving. But Misha is not taken as a volunteer over and over again. Misha returns home excited. “Do you need it?” – comforts his neighbor in a communal apartment. “You understand, I’m going crazy, my mother doesn’t sleep at night! he shouts. “I’ve been drinking for two months, but I’ll die here!” But even there, at the end, there is again a material incentive. Misha's friend, who nevertheless managed to get his way through a “commissar friend of mine,” says: “I also signed up as a volunteer. I want to marry Sveta. I'll raise the money and make an offer.” “It’s time to become a man,” Misha replies. “Well, well done.”
“Father of the Year” from Novouralsk borrows money from his daughter, who has just passed the age of majority, until payday, which is why the daughter cannot save up for a new phone. Ashamed, the parent signs up as a volunteer and after a while returns alive, healthy and with a brand new phone for his daughter.
While “military correspondents” and patriots are arguing on telegram channels about what it is all about, the answer is in the video “Meeting the former.”
“Mitya, you have changed so much! You, by the way, are very prettier until we saw each other. So angry. And before you were a timid wretch!” a girl in a knitted cap says to a rumpled man in military uniform.
“I returned from a business trip, took an apartment on a mortgage,” the man answers.
“Our parting was a mistake! Let's start all over again, I'll settle down with you and give birth to two children for you!”Who can interfere with our bright happiness?”
The camera pulls back. Next to the romantic heroine is, apparently, her current husband with a pram. “Katya, mom was right. You are completely… (crazy),” he says.
In terms of genre, this is the real Yeralash for adults, and in the style of the 90s. Just at that time, this program could be watched by men from the target group, which, apparently, was aimed at by the producers of agitation. If you put them all together, you can get almost a full-length movie about modern borderline Russia, as agitators see it. The place is rather sad. There is no work, and if there is, then as a security guard in a dull storehouse “with girls”, which it is not clear from whom it is necessary to protect, because he did not surrender to anyone, or at a factory. They don’t pay at the factory, so you have to ingloriously work as a taxi driver or loader until the night. And still no money. At four in the morning you have to get up and take care of the cattle, and then go “to this … (unpleasant. – Approx. ed.) mail for 10 thousand a month.” With friends, you can only get drunk in the trash, and you have to do this every evening. Only contract service can help break out of the endless groundhog day.
Patriotic telegram channels The moral and economic picture drawn by an unknown “creative producer” revolts to the core. The authors of the videos are accused of discrediting everything that cannot be discredited, and of demoralizing people who now only lacked this.
Andrei Medvedev called the videos “Russophobic filth”, and the customer – “the main villain.”
– Medvedev writes in his channel. And by the way, he is almost the only one who not only scolded the “masterpieces”, but also tried to explain how it should have been done. Medvedev. – For example, the grandfather is an Afghan veteran, who made a business with his colleagues after returning from the war, teaches his grandson military tricks, passes on his experience, blesses him for the fulfillment of his male military duty, which he once fulfilled, remained alive, created a family, and so on. That is, the grandfather loops into the future of his grandson. “Go fight and one day you will proudly bless your grandchildren for a feat of arms.” Just like two and two. But for this, the people, history, country must be LOVE.
The conveyor continues to work, another promotional video of the same direction appeared in the public tonight.