You may recall this earlier post about a nightmarish, Soviet-era TV ad from Estonia promoting chicken meat. I can't read Estonian blogs, so I haven't been able to dig up more info about the prolific director of this ad and many others — Harry Egipt. However, in this archive of Egipt's work, I found another equally disturbing gem which seemed worthy of Boing Boing notice. It's either an ad for vanilla soft-serv or blow jobs.
It's interesting to look at these ads as the product of a society which was just then, all of a sudden, opening up to capitalism, advertising, and private media production. Countries where such systems have been in place for longer also manage to stick sex in everything, obliquely or otherwise. But in these early Eastern European television ads, it's all clumsy and creepy. Even the color gamut is scary — Egipt's ads all have the drab pallette of a vivid, bad dream.
Update: Boing Boing reader Gary Keltz says:
Don't Forget, Estonia is culturally closer to Scandinavia than Eastern Europe. It is only about 50 miles across the Gulf of Finland from Helsinki. I know I hadn't realized that until it was pointed out by an associate of Estonian extraction at work.
Update: Estonian blogger Siim Teller says:
Hei, if your're from boingboing.net and having trouble understanding Estonian. Harry Egipt was one of the most productive ad-maker during the Soviet times in Estonia. He wrote the scripts, directed the things and edited as well. He's still in the ad business but his works look pretty dated to me. I'll do a rough translation from the text found on his "about" page:
"Harry Egipt has long time experience working in television and advertising doing various stuff: writing copy to radio, writing scripts to TV-shows and videoclips. He's taken the role of scriptwriter, director, editor, photographer etc. Worked 8 years in national television ETV and 11 years in Eesti Reklaamfilm (state run organisation whose goal was making ads during the Soviet times) where he made more than 80 ads. Now his retroads are regular part of local Night of the Ad Eaters."
I'm old enough to remember most of those TV ads from the 80s, but too young to put them into any kind of perspective. For example this ad for "Penguin" icecream is rather pervers by todays standards but perhaps it was not so 15 years ago because we did not have "necessary" background from porn industry. What I mean was that less people were familiar with blowjobs because there were no magazines or movies etc freely available (they were being smuggled from Finland but still hard to find). Perhaps someone older should fill me in here :-)