Today, in the time of stringent competition, TV screens are flooded with ads ignoring the common human values that are so dear to every one of us. And we are thirsty for understanding, love, respect. Probably, this is the reason why some TV ads become popular, while others arouse nothing but irritation.

What is the secret of success of this or that image product? To find it out, we interviewed Vladimir Yankovsky, the renowned expert in TV advertising. The editor has recently completed the shooting of BelSwissBank commercial. It will appear on the screen on Tuesday. PR specialists urge not to miss the moment, promising an aesthetic pleasure even to those, who are not interested in ad novelties and prefer a mediocre thriller to the Cannes Lions films. The commercial, which reflects the key principles of work of the Belarusian-Swiss Bank – reliability, mutual support, honesty, understanding and responsibility, - has a very beautiful setting and shows every sign of a feature film.

The job was difficult, but very interesting starting from the script and ending with the dubbing, says Yankovsky. The setting is the splendid landscapes of the Black Sea. You’ll see a boy playing with dolphins, a picturesque garden where a new family is born, visit a workshop and see the unrivalled musical instrument – the violin – being created. Sports fans will watch an exciting fragment of a football match. But my favourite scene is a mother holding a baby. She embodies Madonna-like spiritual strength, confidence, serenity and reliability. I want the viewers to experience the same pleasure we had when shooting the ad.

BelSwissBank was happy with the commercial, too. “We achieved our goal,” says Pavel Arkhiptsev, head of the marketing department. “The creative team successfully used traditional images to express the philosophy of our work. Watching the ad, you are being gradually filled with the sense of mutual understanding, support, reliability, love, enthusiastic and honest work. These are the principles of BelSwissBank. We are thankful to the editor and the creative group, who felt all that and translated into the language of TV commercials. ”

"Sovetskaya Belarusia" june, 14 2003.

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