“Latvian singer Laima Vaikule took part in the advertising campaign of the Ukrainian supermarket chain ATB, where she performed the Ukrainian folk composition “Shchedryk” by Mykola Leontovych together with the Latvian choir. After the release of the clip, some Ukrainian network users sharply criticized such cooperation, while others, on the contrary, supported the artist and the initiative. “Glavkom” writes about it. ATB advertisement with Laima Vaikule was removed”, — write on: ua.news
Latvian singer Laima Vaikule took part in the advertising campaign of the Ukrainian supermarket chain ATB, where she performed the Ukrainian folk composition “Shchedryk” by Mykola Leontovych together with the Latvian choir. After the release of the clip, some Ukrainian network users sharply criticized such cooperation, while others, on the contrary, supported the artist and the initiative.
“Glavkom” writes about it.
ATB commercial with Laima Vaikule was shot on the beach. Together with her, the choir of the Riga center of culture and folk art “Mala guild” and a dance ensemble appeared in the frame. In the video, you can see how Laima Vaikule sang in Ukrainian, and at the end of the video, the singer and the ensemble with the choir gathered in a circle and hugged.
The video with Laima Vaikule was dedicated to the upcoming Christmas holiday. “In the darkest times, we look for light in simple things. Sometimes it seems that it is impossible. But in moments when days are tested for strength, ordinary things acquire a different meaning, this light is especially valuable. Very soon, the rays of Christmas will unite us in quiet joy in the circle of loved ones, warm words and good deeds that warm us when the surroundings are restless. Let the hearts be filled with love, gratitude and faith that the light always finds a way,” says the caption to the video.
The ATB company also thanked everyone who participated in the shooting of the advertisement, in particular the singer herself and the Latvian people. However, not all Ukrainians appreciated such collaboration. After they started expressing their thoughts about the ATB ad under the post with the video, the company closed the possibility to comment on the clip with Laima Vaikule. However, Ukrainians continued to discuss this cooperation in other social networks. In particular, on the platform Threads under the post radio presenter Artur Adamov.
Some criticized the ad for the Ukrainian supermarket chain ATB because of Laima Vaikule’s ties to Russia in the past. Ukrainian users claim that cooperation with it is inappropriate during the war that Russia started against Ukraine. Instead, Ukrainians believe that it would be expedient to shoot advertisements with Ukrainian artists.
“You have only devalued our country, our artists and our culture with this idea of ”friendship of peoples”. In other countries, there are a lot of really pro-Ukrainian performers, but you are impressed by Ms. Vaikule, who you attracted to your video and our media space. It’s a pity for you, it’s a pity for our country, because Russia can’t get out of it in any way,” writes one of the users.
However, there were also those who defended the Latvian woman. They noted that Laima Vaikule supported Ukraine in the war with Russia. In addition, she sang in Ukrainian in the commercial.
ATB’s reaction to the hate regarding the collaboration with Laima Vaikule
The press service of ATB published an explanation and reaction to the hate of their advertising. They said that the video was supposed to remind people of friendship and the atmosphere of Christmas. So they did not intend to convey “any political or ideological messages” with these videos. “We hear your comments and understand the sensitivity of the topic. We recognize that in the context of today’s reality, any public figures can be perceived ambiguously, and we regret if this caused negative emotions. On the other hand, we emphasize and underline once again. ATB-market does not support or cooperate with persons who have pro-Russian or anti-Ukrainian positions,” ATB said in a statement.
As a reminder, ATB agreed with Ukrposhta on free delivery of products: details.
Previously “Ukrposhta”launched updated mobile application with new features.
Read us on Telegram and Sends
