Quirky World Cup Campaign for Orbit Tells Russians to 'Speak Up' to Tourists

BBDO Moscow's 'Time to Speak' World Cup campaign for Orbit is dedicated to Russian hospitality, and encourages Russians to feel free to speak English with foreign tourists.

The BBDO Moscow team used the insight that Russians don’t feel confident when meeting foreign guests - they are afraid to make a mistake. Therefore, the new Orbit campaign calls for Russians to speak in English - mistakes, accent and all - so that the whole world feels that Russia is a truly hospitable country.

The TV commercials show amusing and touching situations, where Russians decide to speak English, even if they only know a few words.

The digital component of the campaign opens with a karaoke clip set to the old Russian song 'Счастье вдруг в тишине постучалось в двери' (Happiness Suddenly Knocked on the Door in Silence). You can sing a song on the website and in the pre-rolls over the Internet.