Here's the "new" commercial, which seems to have been launched this month:
I have no words to explain how it is supposed to be related - if at all - to promoting a satellite TV service. But that aside: what images does it convey and what stereotypes of Russia, and Russians, is it playing on?
In a series of papers, Ivan Katchanovski has demonstrated the negative representation of Russia and some other former Soviet countries in American news coverage, as well as in popular culture. His analysis of a set of Hollywood movies has shown that:
"most of the movies, incorrectly present Kazakhstan, Russia, and Ukraine as economically and technologically backward, extremely anti-American and anti-Semitic countries, which have pervasive “Russian mafia” and widespread female prostitution."
I couldn't not think of this excerpt when I saw this commercial "masterpiece".
Why is it a problem?
In his work on "imagology", William Chew has correctly pointed out that:
"[...] national stereotypes are generally rationalised by the spector as based on a supposedly objective reality, but [they also] tend to be omnipresent in comics, cinema, literature, computer games, public media, jokes and the like, and are constantly though not consciously invoked to confirm one’s auto-image, one’s national identity. Once established, they remain latent in the individual consciousness, or collective mentality, to be called upon when needed."
Just like on many occasions before, such representations only reinforce the not-so-positive images of Russia held by so many Americans, cashing in on long-held stereotypes. Unfortunately, the multitude of the people who will see this commercial will - most probably - never see a Russian ballet performance, for example, which will only help to perpetuate such negative attitudes.
This is a major issue to be addressed by Russia as a part of its public diplomacy effort. Of course, many would find this ingenious piece funny, and would argue that it works as great advertising... (for who, one might ask?) However, I wonder what the reaction would have been, had "the Russian" been replaced by an Israeli, for instance. (This is a rhetorical question, by the way. And yet, I would appreciate insights, if you're willing to share.)
In short, some more food for thought...
And just for your reference, here's the hideous "prequel", that has been on air for about a year now (to the best of my knowledge, that is).
I know you're dying to get DirecTV now, eh?