here we are exploring the most relevant insights for Russian young males and show the most resonating recent communication

1. 5 KEY INSIGHTS
about Russian
young males
Prepared by Salt

2. 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

3. 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

4. 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

5. 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

6. 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

7. Examples of
Appealing
Communication

8. 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

9. 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

10. 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

11. 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

12. http://www.youtube.com/watch?v=pGCZ9BnPOgU
Megafon “Internet for real men”
Most touching element is idea of brutality

13. 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

14. 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

15. Irrelevant
advert
http://mmr.ua/show/dlya_johnnie_walker_snyali_potryasayushtiy_epicheskiy_rolik_
Johnnie Walker
Behaviour of these men looks too gay

16. www.salt-research.com
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