One of the great tools of advertising is a story that thwarts your expectations. Russian agency, Voskhod, and Great Guns director, Ilya Naishuller, tell a story about a little girl whose family is moving house. Children rarely like to move house and Naishuller seems to tell that story with perfect pitch. As the story progresses, tiny, intriguing hints appear that the little girl’s mood may not be entirely despondent. As the story comes to its climax, humour builds. The end of the film is sheer delight – watch:
Adding to the commercial’s impact is the fact that it’s for Russian property developer, Brusnika. Real estate is a category not known for brave or even interesting advertising.
Naishuller commented, “In Russia, we have ‘khrushchevki’, endless rows of aesthetically old, grey, panel boxes from the’ 70s with low ceilings and tiny rooms. At the time, they were built to accommodate families from communal apartments. Brusnika, a federal developer, creates places you actually want to call your home. The company believes that it’s time to say goodbye to nostalgia. Move on and move into your new home, where you let go of the past and dream about a better future for you and your kids.”
Creative Director: Andrei Gubaidullin.
Executive Creative Director: Anton Rozhin
Director: Ilya Naishuller (represented by Great Guns ex Russia)
Production Company: Daddy’s Film Moscow
Producer: Egor Solomatinm
DOP: Andrey Krauzov
Production Designer: Alexey Yendovsky
Post Production: Mad Pixel Studio Moscow