MTS - Kvartet I and Smart Upgraded
Role: Senior Copywriter | Idea Development / Production Supervision/
Who Are These Four?
Kvartet I is a four-man Russian comedy troupe that has become a cultural phenomenon, with films and stage productions that dissect modern life, social media and relationships with razor-sharp verbal wit.
The Setting:
From 2014 to 2016, they were the faces of the MTS Smart tariff - the most data-heavy plan on the market.
For three years, they exhausted every joke in the book, constantly riffing on their signature traits: one’s height and the other’s bald head.
They became so synonymous with the Smart plan that when the tariff got a massive upgrade, we ‘upgraded’ them as well, closing the chapter on their physical jokes once and for all.
Credits:
Leadership
Nikolay Megvelidze — Creative Director, BBDO Moscow
Creative Team
Evgenii Shiniaev — Senior Copywriter Mikhail Tkachenko — Senior Art Director
Production
Elena Yavorskaya — Producer
Igor Medvedev — Producer
Account Management
Vladlena Obukhova — Account Director
Anna Torosyants — Account Manager
Yulia Kazakovtseva — Account Manager