World History, Bank Imperial
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World History, Bank Imperial (Russian: «Точность — вежливость королей», «Всемирная история») was a series of popular[1] advertising spots aired in Russia and directed by Timur Bekmambetov between 1992 and 1997 for the bank "Imperial."[2] Over time, this series of advertisements came to be called "classics of Russian advertising."[3][4][5][6] The quotes from these commercials spread among the people.[7][8] At the Moscow International Advertising Festival (MMAF) in 2012, the "Imperial" bank commercials were named the best of the 20-year advertising history in Russia.[9]
The bank itself lost its license in 1998. After lengthy legal proceedings, the license was restored, but in 2005 the bank was declared bankrupt.
When negotiating with Bekmambetov about filming, the president of the bank, Sergei Rodionov, immediately set a condition: no animation, no computer graphics—only live-action shooting. However, according to Timur Bekmambetov, computer graphics were used.[10]
The scriptwriters of the commercials were Mikhail Lesin[5] and Vladimir Perepelkin.[11] The cinematographer was Georgy Rerberg.[12]
Advertising for "Slavyansky" Bank
One of the subsidiaries of "Imperial" was "Slavyansky" Bank,[13] with its chairman of the board of directors being Sergei Rodionov,[14] the former chairman of the "Imperial" board.[15]
The commercial "Boris Pasternak" was directed by Leo Gabriadze (director and cinematographer).[16]