Creative Ops Concept Idea

To launch two exclusive products – Lay’s BlackStar Burger BBQ chips and Pepsi Dark Vanilla – we created a parody news broadcast starring celebrity comedian Alexander Gudkov. The mock report, aired on a fictional “Moscow 23+1” channel, showed Gudkov covering the chaos outside a supermarket as fans lined up to buy the new flavors. The “queue” itself was staged as a cultural Easter egg hunt: extras referenced the final season of Game of Thrones, Wes Anderson’s The Grand Budapest Hotel, Stranger Things 3, and even Russia’s viral “What Are You Wearing?” YouTube channel, where people break down their outfits on the street. The result was a humorous, pop-culture-rich video that blurred entertainment and product promotion – generating 4M+ organic views across social platforms and driving hype around the Pepsi & Lay’s launch exclusively at Perekrestok supermarkets.