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FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign leverages the Russian idiom “Where is the dog buried?” (symbolizing the hidden trick or complication) and visualizes it through the creative use of stop-motion animation with real dogs. Instead of directly demonstrating technical steps or explicitly showing user difficulties, the ad employs the “flying dog” and the entire clever canine scenario as playful symbolism for the challenge of figuring out how to recharge a phone account from the device itself. The narrative and meta references point strongly toward a figurative, not literal, depiction of the user’s problem, aligning best with the "Symbolize the Problem" creative format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques
1. MTS – Market Positioning MTS positions itself as Russia’s leading integrated telecommunications provider, emphasizing network reliability, extensive coverage, and innovative digital services. It leverages a strong brand heritage in mobile and internet services while investing in tech-driven solutions like cloud, entertainment, and IoT to create a comprehensive digital ecosystem for consumers and businesses. 2. MegaFon – Market Positioning MegaFon focuses on superior network quality and customer-centric innovations, promoting high-speed connectivity and smart device integration. They differentiate through aggressive expansion in 4G/5G services and digital products, targeting tech-savvy urban customers with personalized service offerings and competitive pricing aimed at providing premium telecom experiences. 3. Tele2 Russia – Market Positioning Tele2 positions itself as a disruptor in the Russian telecom market with its value-for-money approach, offering affordable tariffs and simple, transparent plans. It appeals to cost-conscious consumers who prioritize fairness and flexibility, while maintaining solid network infrastructure and steadily expanding coverage through technological investments. 4. Yota – Market Positioning Yota differentiates by focusing on data-centric services and innovative mobile broadband solutions, targeting younger and urban demographics. It promotes flexible data plans, no-contract policies, and early adoption of LTE/4G technology, positioning itself as a modern, digital-first operator that caters to evolving mobile internet demands. 5. Rostelecom – Market Positioning Rostelecom is positioned as Russia’s largest fixed-line and digital services provider, integrating telecom with IT solutions and infrastructure services. It focuses on broad portfolio offerings such as broadband, cloud computing, and cybersecurity, targeting both residential and enterprise segments with reliable, end-to-end connectivity and digital transformation support.
The world's first stop motion commercial with real dogs! The video is taken for Russian mobile operator Beeline and talks about how to recharge your phone account directly from your phone. But what's the trick? (Rus. aphorism: Where is the dog buried?) How to recharge your phone account directly from your phone? The instruction and the flying dog are in the video. This professional campaign titled 'Beeline Tricky Dog' was published in Russia in May, 2013. It was created for the brand: Beeline, by ad agency: mfive. This Film medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted about 12 years ago.
Brand: Beeline
Agency: mfive
Country: Russia
Year: 2013





