For several days now, users have been discussing the controversial advertisement of the Perekrestok supermarket, shown in Ksenia Sobchak’s program “Beware, Sobchak” on YouTube.
The TV presenter took part in a campaign in support of former journalist and Roscosmos adviser Ivan Safronov, who is accused of treason. In the video, real footage of Sobchak’s arrest at Lubyanka was replaced by staged footage. In it, the presenter is sitting behind bars in a police station and says that she wants to eat. Then she makes an online order at Perekrestok, and the courier delivers the groceries directly to the station.
The commercial starts at the 8:50 mark
The advert has sparked outrage on social media, with overseas data many outraged by the devaluation of the protest, while others have called for a boycott of the supermarket.
Ksenia Sobchak responded to the criticism in her usual manner, writing on Twitter that she considers the lack of a sense of humor to be an illness.
Perekrestok reported that the idea was implemented by Sobchak’s team:
The company provided a description of the service, and the creative team proposed and implemented it (advertising integration. – RBC) in the format and watch out, sobchak! how perekrestok ad caused a wave of negativity style of their channel.
The company noted that they noticed that the advertisement had caused “polar opinions” and took into account the negative reaction of part of the audience.
All our clients are important to us, and we have drawn conclusions for the future when placing advertising integrations, noted the service representative.
It is difficult to say whether the scandalous advertising will affect the supermarket’s reputation. Many companies have marketing fails. The main thing is to learn from the failures and move on.
What do you think about this collaboration between Sobchak and Perekrestok?
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