In the first spot from this campaign, a young woman describes her love for her husband. But we see that his photograph – and indeed her entire apartment – is practically hidden beneath pictures of crabs. “Whatever you love, you love crabs,” insists crab meat brand Vici. In the second spot, an elderly woman claims she hates crabs. “She loves jokes,” reassures her friend. Come on: everybody loves crabs!
Independent TV-channel Dozhd (rus Rain) broadcasts unbiased news, demonstrating the real state of affairs in Russia and releases incriminating coverage about corruption. In 2014 the channel was taken off the air by satellite and cable providers because of its attempt to investigate a disputable history-related issue. Dozhd had to switch to the commercial platform. Now, the only financial resource is online subscriptions of those who want to know the truth.
In 2015 Vladimir Putin announced that he would try to calm down the pressure from the supervision authorities and make the channel free again.
Since then, the promise to improve the situation with the Rain Channel was given twice. However, the miracle did not happen.
Therefore, Dozhd decided to take the wheel and keep Putin’s promise; Channel's team launched the PR action called “Putin turns on the Rain”.