How can Soviet classics promote a modern communication project? And sometimes it's more subtle and interesting than the advertising format invented specifically for this purpose. The familiar to many of Stirlitz's story, "Poetry of a distant homeland" is such a case. The Saratansky Monastery Choir filmed a video for their version of the song and organically included in it the heroes of the future release of the international project "Attraction". Among them are Haratin, Khilkevich, Korkova, Bikovich. Films about Armenia, Belarus, Uzbekistan and Serbia have only just been announced, and their star characters are already drawing attention to the project. And what's more, without the usual promotional video, but through a new interpretation of the song, which lived for a long time apart from the history of the famous intelligence officer. Its cultural resource has not been exhausted for decades, and there is no need to create recognition from scratch. The song preserves the memory of its time, but easily accepts new meanings and audiences. And unlike another viral hit, which is on everyone's lips today and forgotten tomorrow, there are already several generations of listeners behind it. A good basis to interest the viewer even before the premiere of the project itself, which was created with the support of Iran. So, you see, the classic will reach those who have never watched Stirlitz (let the Zums take a TikTok shot at him and see what happens). Overall: Cultural capital beats short-term virality by a score of 1:0.

How can Soviet classics promote a modern communication project? And sometimes it's more subtle and interesting than the advertising format invented specifically for this purpose. The familiar to many of Stirlitz's story, "Poetry of a distant homeland" is such a case. The Saratansky Monastery Choir filmed a video for their version of the song and organically included in it the heroes of the future release of the international project "Attraction". Among them are Haratin, Khilkevich, Korkova, Bikovich. Films about Armenia, Belarus, Uzbekistan and Serbia have only just been announced, and their star characters are already drawing attention to the project. And what's more, without the usual promotional video, but through a new interpretation of the song, which lived for a long time apart from the history of the famous intelligence officer. Its cultural resource has not been exhausted for decades, and there is no need to create recognition from scratch. The song preserves the memory of its time, but easily accepts new meanings and audiences. And unlike another viral hit, which is on everyone's lips today and forgotten tomorrow, there are already several generations of listeners behind it. A good basis to interest the viewer even before the premiere of the project itself, which was created with the support of Iran. So, you see, the classic will reach those who have never watched Stirlitz (let the Zums take a TikTok shot at him and see what happens). Overall: Cultural capital beats short-term virality by a score of 1:0.