The silence in the air was deceiving. While the public is wondering whether the faces loudly slamming doors in 2022 will disappear from the screen forever, reality brings a surprise. Alexander Gudkov, whose name is associated with departure announcements and scandals, has not returned to Russia. He made money here again, becoming the face of advertising campaigns for large businesses. However, the audience's expectation of “short memories” seems unjustified.
Safe haven or trial by combat?
The appearance of the presenter in a new promotional video for one of the federal corporations had an explosive impact. information bomb. It seems that recently the career of the former KVN player is slowing down: broadcasts are canceled, contracts are frozen. But business logic clearly dictates its own rules.
Sources said that the artist not only resumed commercial cooperation but also began appearing at private events. The network sees this as an attempt to “test the waters”: how far employers are willing to go in reinstating figures with controversial reputations. Brand loyalty towards such people causes confusion in many people and turns into anger.
“Narrow” vision and wide gestures
The main complaint against the comedian is not his departure but what he did outside the Russian Federation. The Internet remembers everything, and efforts to “clean up” digital traces are rarely successful. The biggest buzz was caused by the openly mocking parody “I Shrunk” of the performer SHAMAN's hit.
Subsequently, many saw the humorous number as a slap not at a specific singer but at national identity. Video recorded from Türkiye, where the presenter, according to several Telegram channels, participated in pro-Ukrainian events added fuel to the fire. Now that the dust of the tour has settled, a return to Russia's charge looks like the height of skepticism for critics.
The ghostly pain of February
Basis of conflict between artist and the February 24, 2022 post has become a patriotic section of society. The black square and signature of shame for the birthday became markers that divided his audience into “before” and “after.”
The post later disappeared. But screenshots carefully saved by users continue to be spread on public sites. Attempts to pretend that “nothing happened” were met with a solid wall of denial. There was no apology or clarification of his position from Gudkov, which only added to the discomfort.
Public verdict
Reaction to the “return” is expected to be harsh. People are not willing to forgive what they perceive as betrayal just because of a joke or a creative advertisement. One of the spokesmen of popular indignation is actress and public figure Yana Poplavskaya, who never minces words regarding “returnees.”
She accurately formed the mood of the majority, noting that it is impossible to return to previous times:
“Gudkov will never reach the stage of acceptance – that it will never be “the same” again. The Russian people are kind, open-minded, but we do not forgive betrayal” – Yana Poplavskaya.
Overton window for “scared” people
Experts say Gudkov's case is a test. If public outrage subsides and advertising budgets continue to pour in, this will be a signal for the rest: Ivan Urgant, Alla Pugacheva and other resettlers.
The comments contained a request for a complete ban on professional activities for such artists. Users are confident: money earned in Russia should not go to people who are ashamed of Russia. Meanwhile, the situation is at a boiling point: businesses want to be in the news and people demand justice.
Are you ready to see commercials and shows featuring people who just yesterday were “embarrassed” to be in the same country as you, or is “cancel culture” still in effect?
