S Pavlikom Pyt’

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2016

Creative

S Pavlikom Pyt’

A football parody with advertising brand integration

To develop a script for the clip and lyrics

Creative

ROMAN TSYKUN
CMO

The clip “S Pavlikon pyt’” is one of those cases when the client did not set any task for us.
That day it just happened. The football players Kokorin and Mamaev got into a scandal - after the disgusting performance of the national team at Euro 2016, they noisily celebrated in Monaco with champagne, a hymn and an inappropriate cheerful mood. People were so outraged that in half a day this news became the most discussable and popular in the Russian-language segment of the Internet. It immediately became clear that this case can used for our purposes with high quality and fun. We quickly came up with the concept of the clip, contacted the client and received approval for implementation. Since it was necessary to do quickly, we set ourselves the task of releasing the clip the very next day. As a result, from the appearance of the first news to the premiere of our video, a little less than two days passed, which is nonsense itself.

To shoot and release the clip as soon as possible

Video Production

IVAN KRASNY
CCO

Yes, indeed, everything was done as quickly as possible. Some gags, jokes and scenes were added and filmed right on the go. Despite the incredibly tight deadlines, the clip’s budget turned out to be so small that it’s hard to believe. We met about 15-20 thousand rubles, and for this ridiculous money we got absolutely not ridiculous Internet coverage of the video. It took the hearts of people and was shared by a huge number of communities and YouTube channels. The second wave was the television. Our creation was shown on 5 federal channels. Our ideological mastermind, Roman Tsykun, gave several interviews on this subject live. To be honest, the video did not even have to be promoted - 4 million views of pure organic audience, and this is only on our resources. If we consider non-authorized copies, then the number will be already about to 8-10 million. It was a great and really viral video. At that time, any company dreamed of viral advertising, but 1xBet got it because of the quick response to the offer and they completely trusted us as well.

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Video Production