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Reklama počinje snježnom perspektivom na moskovski Crveni trg. Mihail Gorbačov, posljednji vođa Sovjetskog Saveza, i njegova unuka uputili su se prema Pizza Hutu, američkom fast food lancu. Nakon što uđu u restoran, Gorbačov nonšalantno sjeda za stol i reže unuci komad vruće pizze, prenosi Jutarnji.

U restoranu nastaje komešanje. "Zbog njega smo u ekonomskoj zbrci!", komentira jedan čovjek, a drugi mu odgovara: "Zbog njega imamo priliku!"

Kultna reklama Pizza Huta iz 1997. godine, s Gorbačovom u glavnoj ulozi, ponovno je u fokusu javnosti nakon njegove smrti u utorak, piše Washington Post.

"Reklama je trebala biti bezobrazna", ispričao je američkom mediju Tom Darbyshire, PR-ovac koji je svojedobno napisao scenarij za istu. Gorbačov je u inozemstvu tada hvaljen kao heroj, a u Rusiji se o njemu pričalo kao o zlikovcu. No, pizza je jedno od onih jela koje spaja ljude i zamišljeno je da to jelo premosti i različite ideološke razlike."

Navodno je bila potrebna godina dana da Gorbačov pristane na snimanje. Odbio je jesti pizzu pred kamerama pa je angažirao unuku da to učini umjesto njega.

"Nismo bili sigurni da će se uopće pojaviti", priča Darbyshire. "Kasnio je oko sat vremena, pregovori su bili malo napeti i mislim da je to učinio samo zato što mu je trebao novac."

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Vrijednost njegove mirovine naglo je pala nakon raspada Sovjetskog Saveza. Eliot Borenstein, profesor ruskih i slavističkih studija na njujorškom sveučilištu komentirao je ispravno da je pomalo "tužno i ironično" da je posljednji lider Sovjetskog Saveza toliko financijski oskudijevao da je bio prisiljen glumiti u reklami.

Unatoč početnim izazovima, ispričao je Darbyshire, dan snimanja bio je ustvari ispunjen i nekim dirljivim trenucima. Reklama se snimala na Dan zahvalnosti pa je američka ekipa umjesto purice jela pizzu. Gorbačov je inzistirao da je on posluži.

"Konačni proizvod odražava njegovo komplicirano političko nasljeđe", komentirala je Jenny Kaminer, profesorica ruskog jezika na Kalifornijskom sveučilištu u Davisu. "Reklama je u cijelosti u skladu s tim kako su različite generacije doživjele raspad Sovjetskog Saveza", rekla je za Washington Post.

Za neke, njegova je politika glasnosti i perestrojke isporučila dugo čekane ekonomske slobode. Za neke druge, koji se nisu bili u stanju prilagoditi brzoj tranziciji na tržišno gospodarstvo, ta je politika, između ostalog, značila i krajnje siromaštvo, nesigurnost i gubitak dostojanstva. Ta se perspektiva ogleda i različitom shvaćanju Gorbačova kod kuće i u inozemstvu.

"Više Rusa, rekla bih, slaže se s presudom starijeg čovjek u reklami koji Gorbačova krivi za stvaranje kaosa i nestabilnosti. S druge strane, Zapadnjaci ga hvale zbog pokušaja implementacije svetih liberalnih vrijednosti, slobode i demokracije", kaže Kaminer.

Reklama za Pizza Hut za Gorbačova se završava, nedvojbeno, jednoglasno pozitivno. Starija žena u restoranu prekida političku diskusiju i dodaje: "Zbog njega imamo mnogo stvari, poput Pizza Huta!" Nakon toga svatko podigne po svoju krišku pizze uz povike: "Pozdrav Gorbačovu!"

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Reklama počinje snježnom perspektivom na moskovski Crveni trg. Mihail Gorbačov, posljednji vođa Sovjetskog Saveza, i njegova unuka uputili su se prema Pizza Hutu, američkom fast food lancu. Nakon što uđu u restoran, Gorbačov nonšalantno sjeda za stol i reže unuci komad vruće pizze, prenosi Jutarnji.

U restoranu nastaje komešanje. "Zbog njega smo u ekonomskoj zbrci!", komentira jedan čovjek, a drugi mu odgovara: "Zbog njega imamo priliku!"

Kultna reklama Pizza Huta iz 1997. godine, s Gorbačovom u glavnoj ulozi, ponovno je u fokusu javnosti nakon njegove smrti u utorak, piše Washington Post.

"Reklama je trebala biti bezobrazna", ispričao je američkom mediju Tom Darbyshire, PR-ovac koji je svojedobno napisao scenarij za istu. Gorbačov je u inozemstvu tada hvaljen kao heroj, a u Rusiji se o njemu pričalo kao o zlikovcu. No, pizza je jedno od onih jela koje spaja ljude i zamišljeno je da to jelo premosti i različite ideološke razlike."

Navodno je bila potrebna godina dana da Gorbačov pristane na snimanje. Odbio je jesti pizzu pred kamerama pa je angažirao unuku da to učini umjesto njega.

"Nismo bili sigurni da će se uopće pojaviti", priča Darbyshire. "Kasnio je oko sat vremena, pregovori su bili malo napeti i mislim da je to učinio samo zato što mu je trebao novac."

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Vrijednost njegove mirovine naglo je pala nakon raspada Sovjetskog Saveza. Eliot Borenstein, profesor ruskih i slavističkih studija na njujorškom sveučilištu komentirao je ispravno da je pomalo "tužno i ironično" da je posljednji lider Sovjetskog Saveza toliko financijski oskudijevao da je bio prisiljen glumiti u reklami.

Unatoč početnim izazovima, ispričao je Darbyshire, dan snimanja bio je ustvari ispunjen i nekim dirljivim trenucima. Reklama se snimala na Dan zahvalnosti pa je američka ekipa umjesto purice jela pizzu. Gorbačov je inzistirao da je on posluži.

"Konačni proizvod odražava njegovo komplicirano političko nasljeđe", komentirala je Jenny Kaminer, profesorica ruskog jezika na Kalifornijskom sveučilištu u Davisu. "Reklama je u cijelosti u skladu s tim kako su različite generacije doživjele raspad Sovjetskog Saveza", rekla je za Washington Post.

Za neke, njegova je politika glasnosti i perestrojke isporučila dugo čekane ekonomske slobode. Za neke druge, koji se nisu bili u stanju prilagoditi brzoj tranziciji na tržišno gospodarstvo, ta je politika, između ostalog, značila i krajnje siromaštvo, nesigurnost i gubitak dostojanstva. Ta se perspektiva ogleda i različitom shvaćanju Gorbačova kod kuće i u inozemstvu.

"Više Rusa, rekla bih, slaže se s presudom starijeg čovjek u reklami koji Gorbačova krivi za stvaranje kaosa i nestabilnosti. S druge strane, Zapadnjaci ga hvale zbog pokušaja implementacije svetih liberalnih vrijednosti, slobode i demokracije", kaže Kaminer.

Reklama za Pizza Hut za Gorbačova se završava, nedvojbeno, jednoglasno pozitivno. Starija žena u restoranu prekida političku diskusiju i dodaje: "Zbog njega imamo mnogo stvari, poput Pizza Huta!" Nakon toga svatko podigne po svoju krišku pizze uz povike: "Pozdrav Gorbačovu!"

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screenshot YouTube
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StoryEditorOCM
SvijetDugo su ga nagovarali

Cijeli svijet opet priča o kultnoj reklami koju je Gorbačov snimio 90-ih: ‘Bio je toliko siromašan da je morao...‘; Evo što je odbio napraviti pred kamerama

Piše JL
31. kolovoza 2022. - 23:49
23259794
PREMIUM
screenshot YouTube

Reklama počinje snježnom perspektivom na moskovski Crveni trg. Mihail Gorbačov, posljednji vođa Sovjetskog Saveza, i njegova unuka uputili su se prema Pizza Hutu, američkom fast food lancu. Nakon što uđu u restoran, Gorbačov nonšalantno sjeda za stol i reže unuci komad vruće pizze, prenosi Jutarnji.

U restoranu nastaje komešanje. "Zbog njega smo u ekonomskoj zbrci!", komentira jedan čovjek, a drugi mu odgovara: "Zbog njega imamo priliku!"

Kultna reklama Pizza Huta iz 1997. godine, s Gorbačovom u glavnoj ulozi, ponovno je u fokusu javnosti nakon njegove smrti u utorak, piše Washington Post.

"Reklama je trebala biti bezobrazna", ispričao je američkom mediju Tom Darbyshire, PR-ovac koji je svojedobno napisao scenarij za istu. Gorbačov je u inozemstvu tada hvaljen kao heroj...

#MIHAIL GORBAČOV#REKLAMA#PIZZA HUT
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14. svibanj 2024 07:54