In the summer of 1993, former Soviet leader Mikhail Gorbachev received an unusual offer. It was from a popular pizza chain in the United States that was looking to expand its business into the former Soviet Union.
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The company, known for its catchy slogans and quirky ads, wanted Gorbachev to appear in a commercial promoting their pizza. At first, Gorbachev was hesitant. He had never done anything like this before and was concerned about how it would be perceived by his fellow Russians.
But after some persuasion, Gorbachev agreed to take part in the commercial. The company flew him to the United States and set up a makeshift pizza parlor for the shoot.
The commercial opened with a shot of Gorbachev standing in front of a large pizza oven, dressed in his trademark suit and tie. He smiled at the camera and spoke in Russian, introducing himself and welcoming viewers to the pizza parlor.
Critics argued that Gorbachev, who had played a key role in the collapse of the Soviet Union, should not be endorsing a symbol of American capitalism. The backlash against the campaign was so strong that Pizza Hut was forced to withdraw it in Russia. Watch video
As the camera panned around the room, customers could be seen chowing down on slices of pizza, with big grins on their faces. Gorbachev then took a slice for himself and took a big bite, savoring the flavor.
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The rest of the commercial was a blur of catchy jingles, bright colors, and close-up shots of the pizza itself. Gorbachev appeared throughout, sometimes making silly faces or pretending to toss pizza dough in the air.
- PizzaHut
- Gorbachev
- 1999
- promotional campaign
- controversy
- Russia
- Soviet Union
- American capitalism
- paid endorsement
- betrayal
- social justice
- withdrawal
- regret
- advertising
- politics
- ideology
- consumer culture
Pizza Diplomacy: The Day Gorbachev Starred in a Pizza Commercial
The commercial was a hit, both in the United States and in the former Soviet Union. It helped the pizza chain establish a foothold in the Russian market, while also showing a lighter, more playful side of Gorbachev to the world.
The involvement of his granddaughter in the campaign adds an interesting perspective to the story of the Pizza Hut-Gorbachev controversy and highlights the complexities of using public figures and their families for advertising purposes.
Not only did former Soviet leader Mikhail Gorbachev himself take part in the controversial Pizza Hut promotional campaign of 1999, but his family members also played a role. In addition to Gorbachev’s appearance in the advertisements, his granddaughter, Anastasia Virganskaya, also appeared in one of the commercials. This added another layer to the already controversial campaign, as critics argued that the use of Gorbachev’s family members was exploitative and disrespectful to the legacy of the Soviet Union.
Years later, Gorbachev would reflect on the experience fondly. He admitted that he had been nervous at first, but said that the shoot had been a lot of fun. He also joked that he had never eaten so much
Pizza, Perestroika, and Gorbachev: The Story Behind the Viral Commercial
Pizza, Perestroika, and Gorbachev: The Story Behind the Viral Commercial
If you are interested in learning more about the Pizza Hut-Gorbachev controversy of 1999, we have high-resolution footage available for licensing on a non-exclusive basis. Contact us to gain access to this rare and intriguing footage, which sheds light on a pivotal moment in the history of advertising, politics, and consumer culture. Don’t miss out on the opportunity to gain a unique perspective on this controversial campaign, and contact us today to access the footage.
