5 KEY INSIGHTS

about Russian young males

Prepared by Salt

WHAT ABOUT LIFESTYLE ‐ Practically all attend gyms where they keep fit

and do their best to reach the appearance of a real men

‐ Many are fond of and really enjoy spending time doing travelling, camping or just participating in events that are free from typical conditions for comfortable life

‐ All try to get attributes of brutality, e.g. car ‐ In families fathers try to bring up a “real

man”, so men can do many useful things (some building, home and car repair) from young ages

‐ Those who were not in the army don’t talk about it

MASCULINITY WHAT IT MEANS ‐ Being masculine, brutal, strong means you are

a real man, but not a weakling ‐ Masculine men are perceived as more popular

among peers and women, more successful in life in general, that’s why it attracts most guys in Russia

1

WHAT ABOUT LIFESTYLE ‐ All holidays (patriotic, e.g. Victory Day) are

celebrated with respect and with understanding of this event

‐ Young men try to understand current political events and support Russia

‐ Having clothes (t-shirt etc) or other things with symbols of Russia is typical

PATRIOTISM WHAT IT MEANS ‐ Feeling of patriotism is brought up in youth

men from childhood (family, school etc), so most are real patriots of their country

‐ Most men respect country, respect and support Russian leader

2

WHAT ABOUT LIFESTYLE ‐ Sport and extreme sport that allow to feel

freedom are very popular (e.g. sky jumping, diving, mountain climbing, rafting etc) and men are ready to have long trips to do their sport

‐ Work and in many cases family are addition to them, but not points of the key importance – their own life and pleasure are core values

‐ Nothing should disturb them in their lives – if it happens, men try to throw it out of their lives (e.g. changing work, divorces)

FREEDOM WHAT IT MEANS ‐ In current life young men try to do what they

want without any frames ‐ Ideally their minds and their lives should be

free from things that do not provide them with pleasure

‐ Such lifestyle is often characterized as egoistic

3

WHAT ABOUT LIFESTYLE ‐ They pay really much attention to their

appearance: ‐ Fashion and trendy hairstyles ‐ Manicure ‐ Fashion clothes etc.

‐ New, showing up elements and styles are welcome, but it’s very important not to look like a gay

HEPCAT / STILYAGA WHAT IT MEANS ‐ Men now should look attractive and trendy ‐ Popular in the past “scar face” appearance

changes into trendy, well-tended image

4

WHAT ABOUT LIFESTYLE ‐ Young men aim to live separately asap – even

while studying try to rent a flat alone or together with friends

‐ At a young age most find normal jobs to be able to survive and provide themselves with all necessary

‐ To economy and for surviving aims young men do or learn to do many things on their own: cooking, washing, repair etc.

SELF-DEPENDENCE WHAT IT MEANS ‐ From young ages men dream of living in their

own place, to feel independent from relatives ‐ Living together with relatives is perceives as

very pressuring, uncomfortable and shameful

5

Examples of Appealing

Communication

Nike “Play Russian”

http://www.youtube.com/watch?v=RzRm9--UmPw

Key touching elements: creates strong feeling of patriotism and shows close to them Russian character – strong, purposeful

http://www.youtube.com/watch?v=seV6rIImpho http://www.youtube.com/watch?v=wf45IvYz5n4

Adidas “Wake up your district” Ability to become a creator, to lead people touches and inspires

http://www.youtube.com/watch?v=hIqC9IYMUOU

Adidas “Create your own game” You can play your own game, be different from others – that is what touches

http://www.youtube.com/watch?v=wDWEkau2r1A http://www.youtube.com/watch?v=XwSAl47DUCc

Snickers Advert about serious and real men created in a funny way

http://www.youtube.com/watch?v=pGCZ9BnPOgU

Megafon “Internet for real men” Most touching element is idea of brutality

Mazda “My Mazda, my icon”

http://www.youtube.com/watch?v=KWFaBSGuh8w http://www.youtube.com/watch?v=UQQoDq4VOk8 http://www.youtube.com/watch?v=xS-XV39sBNI

Rousing, sexy image that fits needs of current lifestyle

Series “Real guys”

http://www.youtube.com/watch?v=zuQj_T0aSoc&list=PLQ-lLGxdio2AzPR1lapAD3rMZV_IzicXo http://www.youtube.com/watch?v=h_zI2dTIwFM http://www.youtube.com/watch?v=bMmMtISkfSE

Popular in Russian regions thanks to images of common, typical guys and their lives

Irrelevant advert

http://mmr.ua/show/dlya_johnnie_walker_snyali_potryasayushtiy_epicheskiy_rolik_

Johnnie Walker Behaviour of these men looks too gay

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