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Everybody Loves Crabs in These Deadpan Russian Ads, 4 months, 1 week ago

Agency Vokshod and director David Popescu embrace the unifying power of crab sticks

Everybody Loves Crabs in These Deadpan Russian Ads

In a world where things are changing every second, where people can’t find mutual understanding in anything - from religion to culture - one agency reckons they’ve found thing that unites all of us. Research conducted by independent Russian agency Voskhod for their client VICI found that 89% of people love crabs.

Thanks to this insight, Vokshod created a campaign together with production company SKBD.SH and director David Popescu. The campaign is for crab stick brand VICI.

The ads are bite-sized slices of deadpan Russian humour. One sees a hungry hiker share his love of crab with the forest, another sees a besotted woman share her affection for her partner through the medium of crab, and the third sees a pair of old ladies share some hilarity as they contemplate the possibility of someone not enjoying crab.


Clients (1): Rasa Miliauskienė, Vilma Markevičiūtė, Edvinas Šlėvė

Brand: VICI/ Vičiūnai Group

Creative Agency

Creative Director: Andrey Gubaydullin

Copywriter: Daria Ovechkina, Anton Rozhin

Music and Sound

Voice-over: Vladimir Evstafyev

Sound Design: Mikhail Kokorin


Editor: Anatoliy Konoplin

Post Production / VFX

Grade: Andrey Mesnyankin

Production Company

Production Manager: Vadim Ignatenkov

Production Designer: Daria Grigoryeva

Production Company: SKBD.SH Production

Production Assistant: Lyla Imanova, Suzanna Mardini

Producer: Evgeniya Afanaseva

Makeup Artist: Alexandr Raos

Location: Oleg Talisman, Maria Panfilova

Gaffer: Petr Semenov

Executive Producer: Anastasia Korkia, Mikhail Romanov

DOP: Mikhail Krichman

Director: David Popescu

Costume Designer: Maria Frolova

Casting Director: Svetlana Levina

Actors: Pavel Drozdov, Lidiya Ilyina, Ludmila Knyazeva, Yana Mazazolina

1st AD: Anna Pushkina

1st AC: Victor Saratov