This is a message from creative agency, Hungry Boys, in Russia:

“Having watched hundreds of advertisements from all over the world, we have concluded that every advertiser’s favourite instrument is the piano. As soon as sad piano music starts we know that it’s going to be a sad non-profit ad.

“What is more, all these sad piano melodies are very alike. That’s because advertisers all use the same stock music libraries. We’ve decided to make fun of this situation and create an ad for our friends who make great customised music at the 420 creative studio.

“Non-profit advertising has become a formulaic exercise for the creative industry, both in Russia and worldwide. It feels as though all creators do is make projects to protect animals, children, the disabled, etc. Advertising festivals are filled to the brim with such works and they hand out Lions and other professional awards generously to the most “socially responsible” agencies.

“It’s got to the point where all that’s left for us is to laugh at the situation.”

So Hungry Boys has launched the #HatePiano project for the 420 creative studio. It specialises in making video background music with a personal approach. The aim is to stop generic piano music and remind agencies everywhere that there is an alternative to wallpaper music.

The campaign video is hilarious. Experience the power of great copywriting and a superbly simple idea: