CODEBREAKING: Vladimir Putin Ad Shows A Couple Having Sex In Voting Booth

Posted on by TheLastPsychiatrist and tagged , , . Bookmark the permalink.


They’re not actually having sex– she drops her bag, not her clothes as the websites say she does– so she’s not having sex with him, she’s doing something else.

Putin videos are notoriously sexy. But in sexy ads, videos, and films, while the woman is the obvious draw the branding belongs to the man. The message isn’t that if you vote for Putin you’ll get sex, but is a reinforcement for the youthful, vigorous, testosterone filled Putin brand, the same kind that has him challenging world leaders to a judo match or riding bareback or hunting bare chested. And why it is almost impossible to find a picture of his wife, yet pictures of his alleged young, gymnast mistress abound. It isn’t relevant whether she is his mistress, it is only important to the brand that she appear like the type that the Putin brand could score. (This is also what is operational when a Hollywood star beings appearing at social functions with his daughter.)

Though this is a video supposedly trying to “get out the vote”, you will observe that they are already both there to vote. What is different about their voting is that it occurs together. Note that everything in the video is visible, transparent. The glass walls. Clear chairs. The older people watching the younger ones. Peeking under the curtain at their activity. Apart from masculine branding, the message of this video to a country with a history of suspicion and internal security couldn’t be more clear: “BMECTE”: together.  

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5 Responses to CODEBREAKING: Vladimir Putin Ad Shows A Couple Having Sex In Voting Booth

  1. Dan Dravot says:

    What’s cool is that they’re saying right up front that your choice of candidate is a personal consumption statement, as critical to your own personal branding lifestyle as the car you drive, your principled refusal to shop at Walmart, or even your choice of shoes. They’re asking you to say, “Yes. Putin™ is what I wish to be perceived as signalling that I am; Putin™ is my brand.”

  2. gogo says:

    Im from east europe and I hear a little bit other message. Ads main message is Putins pro-west pro-media pro-modern orientation. It ostentatively imitate western comercial ads and their values to say – Putin is assurance of westernization of Russia. Putins image is imitation of west media like young russians perceive it. And image of imitation is deliberate.

  3. gogo says:

    Good observation of older people peeking. What else does it mean? This ad is for older people and important thing is that they are not resentful. They are modern, western-like older people which russians can see in american sitcom.

  4. Guy Fox says:

    It can also be deconstructed from a democratic, institutional, political perspective instead of just the semiotic branding one. Think of this from the perspective of an OSCE election observer. Every ballot is supposed to be secret so that 1) the voter cannot be intimidated into voting one way or the other and 2) so that the voter cannot sell his vote even if he wanted to because there’s no way to verify whether he’s fulfilled his end of the bargain.

    The old people see the two of them enter the booth together, violating a major democratic norm and negating their own function as invigilators, but they accept the ballots anyway. So what’s the message according to this reading? Perhaps something like “Old democracies/Europe might try to tell us how to do this, but we’re young, fun and sexy. We’ll do it our modern way, which still gets the job done and is more fun to boot, and the fossils will only be able to frown and wag their fingers.” It’s not just an exercise in defining Putin, it’s also an exercise in redefining democracy.

    It’s a pity that they’ve developed a marketing apparatus so much more sophisticated than their political system, and it’s a tragedy that they’re hardly the only ones so afflicted.

    • operator says:

      … the voter cannot sell his vote even if he wanted to …

      But why buy the cow when you can have the milk for free?

      Surely it’s no secret – in any democratic state – that a cozy relationship with major media corporations is worth orders of magnitude more than any campaign ad.

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