The Russian regulations on beer advertising are very strict. Neither people nor animals, even animated, can be shown in a commercial. This makes the category’s communications quite boring, and brands become less and less attractive and distinctive. Since vodka is the traditional alcoholic drink in Russia, the whole beer category has difficulty acquiring new consumers.The agency was asked to come up with a completely new approach to Russian beer commercials. As Okhota’s alcohol content is higher than usual, the brand’s positioning is “A Real Men’s Beer.”The commercials made by the agency show the world of modern, technologically advanced men’s gadgets, and say that these gadgets cannot compare with the perfect beer, that is Okhota. We also wanted to introduce a good dose of humour in order to avoid displaying an overly aspirational image, not relevant in the mainstream beer segment.