“We hooked up a can of Coke to the Mir space station,” Alexey Kortnev explains.

ABOUT INDEPENDENT LOCATIONS IN MOSCOW

– Leninsky Prospekt is where I was born. It’s also a pretty green place. Our windows overlooked a courtyard with a building currently owned by the Russian Federation of Independent Trade Unions on the other side. The monument to Constructivism. Since I was a child, I’ve admired him. The Palace of Pioneers stood beyond it, and beyond that were the Sparrow Hills, which were still known as Lenin’s at the time. Another window offered a glimpse of the main building of Moscow State University. Lomonosov. As a result, I grew up in a world dominated by the Stalinist Empire, constructivism, and greenery. This is where I spent the most of my childhood. I went to a nearby school, then raced to clubs and sections in the Palace of Pioneers before strolling to university.

ABOUT THE MOSCOW CHILDHOOD’S FEELINGS DURING THE LOCKDOWN

– Because I had a QR code for visiting medical institutions, I hopped in the car with my two boys and said, “Let’s go!” “I’ll show you a Moscow like you’ve never seen before.” We also drove past Novy Arbat, Manezhnaya, and other parts of the city center. And there is no one to be found! There aren’t any cars! “This is Moscow from my youth,” I explained. Everything has, of course, returned to normal. There are no more empty streets. Then, around a year ago, we had a brief post-apocalyptic experience, comment-101227 but we soon moved on. Everyone was ecstatic at first. This wave has not been lost and will not be lost.

VICTOR PELEVIN’S ACCURACY OF REFLECTION IN THE ADVERTISING PROFESSION

– When Viktor Pelevin’s book “Generation P” was out, I was quite intrigued in his thoughts on the world of advertising. The author, who is undeniably endowed at the level of brilliance, observed several things that were correctly and accurately noted. But, after 15 years of working in several advertising firms, I can say unequivocally: Victor invented a lot.

ABOUT THE MOST CRAZY ADVERTISING PROMOTIONS

– My favorite incident occurred while we were developing a world-famous fizzy drink. What was the year? Throughout a scruffy year. They changed the design. On this occasion, there was a worldwide advertising campaign. Tens of millions of dollars were spent on this rebranding! In Russia, my crew and I finished everything. For example, we linked a can of this bubbly to the Mir space station. Of course, with a new look and color palette. This bank then flew into space before crashing with the station in the ocean. Then we bought advertising seconds before the Vremya program premiered. They weren’t just gold then, and they’re not just diamonds now. We also made a fifteen-second splash screen dubbed “Pop Time” before the big release, in which we relayed some ridiculous rebranding news. The campaign culminated with a magnificent Spice Girls performance on Vasilyevsky Spusk, hosted by a supermodel. I believe it was Cindy Crawford.

IN REGARD TO NON-RENTAL PROJECTS

– It happened that objects that we were convinced would not be fired were not shot. It happened with the MuzFak project, for example, which we are now seeking to market on YouTube. This is ineffective. And it looks that the idea is excellent, and we are really interested in developing this business, but the views – the cat cried – do not improve. We have clearly become too outdated. We are slaves of late-nineteenth- and early-twentieth-century aesthetics, which appear to be no longer interesting. And our target group, women over the age of 50, prefers to watch TV rather than online video. We don’t talk about them. It looks that the project will have to be scrapped. It’s prohibitively pricey for us. And if we don’t get any advertising or monetization, website it’s unprofitable to spend millions of rubles of our own money to film new problems. We, of course, shot the first 10 videos and then realized: that’s it, this isn’t going to be profitable.

IN REGARD TO NEW SONG WRITING

– Over the years, everything has changed drastically. If I used to have creative delight and a drive to write as much as possible when working on a new song, I’m at a loss today. I’m not sure what to say or how to say it. Former forms, language, and aesthetics, in my opinion, have served their purpose. There isn’t much to say about rock & roll. True, many people write, but the vast majority of what they write is garbage. And it’s clear to me that I need to learn a new language. But I haven’t decided which one yet. And if you continue to do what I’ve been doing for over 40 years… To be honest, the prospect of composing another rock piece bores me. As a result, huge projects are now the only thing I do. I’m hoping that everything will work out and that we’ll be able to start working on another musical performance for one of Moscow’s theaters shortly.

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