Wild West, cowboys and betting — how 9 Pandas produced commercials for the 1xBet betting company and the NAVI esports team
The human brain implicitly seeks to focus on the new — a new situation that goes beyond the usual pattern can lead to losses or gains requiring more careful reflection (Medina J., 2011; Lehrer J., 2010). Because of this feature of the human brain advertising going simultaneously beyond perception stereotypes and offering value to consumers becomes effective: brain is more likely to notice the brand in the flow of advertising messages from competitors, better reads its value proposition and if it is perceived as favorable forms a positive attitude to the brand not fully realizing by the target audience (Damasio AR, 1999; Kotler P., Keller KL , 2006). This is the story of how 9 Pandas produced that advertisement for the 1xBet betting company and the NAVI esports team making it in the style of the Wild West.
In the mass perception esports players are presented as non-masculine heroes. We decided to go beyond this template by using the creative inversion technique and using Westerns visual codes. «Non-masculine» NAVI team players have become cowboys who effectively spend their time in a saloon in the Wild West which is an absolut masculinity. Such inversion of social stereotypes on an implicit level more engages viewers in the action of the video and more clearly conveys the value proposition of the 1xBet brand — the ability to make money on bets. And as a result, the bookmaker's brand becomes more noticeable and attractive.
Not just S1mple, but a tough cowboy
Shooting celebrities on a chroma key apart from filming a full video is not new for us — it is a fairly widespread practice in the world when it costs more to bring a star to the set than to bring a film crew to a star. This filming was quick to organize and implement despite its complexity: we had little time due to work on other projects and we were afraid of new quarantine measures.
In Kiev where we filmed some of the e-sportsmen we had five hours including time for makeup. We always make every effort so that celebrities do not just recite a speech, but be inside the image and look natural — not just S1mple, but Alexander Kostylev as a tough cowboy in the Wild West of the mid-19th century. And it often takes time to achieve that dive into the role.
In Moscow we shot exact references for light in Kiev and compositing with understudy of the same anthropometry and in the same clothes as NAVI team players. And if you put a composite and backup frame next to each other not every professional will indicate where the real shooting is and where the graphics are.