Russian electronics chain M.Video used Prigozhin's name in advertisement

Russian electronics chain M.Video released an AI-generated advertisement for its White Friday sale campaign, featuring music producer Yossif Prigozhin and his wife, singer Valeriya. In the ad, Prigozhin "ejects" from a plane, inviting shoppers to join the campaign.

Russian electronics chain M.Video released an AI-generated advertisement for its White Friday discount campaign. The ad stars music producer Yossif Prigozhin and his wife, celebrated singer Valeriya, who invite shoppers to "fly along" on the so-called "Skidkolet," or discount plane.

The advertisement has attracted attention primarily because the character named Prigozhin ejects from the plane — the connection to Yevgeny Prigozhin, the former head of the Wagner Group who died in a plane crash in 2023, is unmistakable, though the M.Video ad actually features a music producer. The campaign creators apparently played on the name coincidence.

M.Video is one of Russia's largest electronics and home appliance retailers. The use of AI-generated advertisements in sales campaigns is becoming increasingly popular on the Russian market as well.