The ad spot reveals Alfa Bank’s new positioning and slogan: “For the smart and the free”.

The spot features a pigeon. There’s nothing special about this pigeon; it’s ordinary and grey. Absorbed in the hustle of a big city, it lives a routine pigeon life: walks through the streets, looks for food or a warm spot, interacts with other birds.

It notices an Alfa Bank billboard that features Ivan Urgant, the bank's ambassador, and the new slogan: “For the smart and the free”. Finally, it finds the courage and strength to fly and join a group of beautiful white doves. In the sky, the birds form the shape of the letter A.

At the end of the spot, a drop of birds’ feces falls on the billboard right on image of the Alfa Bank’s brand ambassador’s face.