Is This Strange Russian Ad With a Man Drowning the Perfect Metaphor for Social Media?

An easier way to help


If you saw a man drowning on social media, would you save him? That's the metaphor at the heart of this bizarre ad for Mainpeople, a new Russian app designed to make charity more central to social media.

In the spot, half a dozen people stand on a dock watching and yammering while some poor guy flails around and swallows half the lake.

The cast of characters nicely skewers a range of clichés—there's the paranoid conspiracy theorist, the smart-ass teenage boy, the cutesy teenage girl, the grown nerd spouting advice and statistics, the smarmy professor praising other countries, the indignant rich woman who blames the government.

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