The iGaming operator JoyCasino is making waves with its innovative branding strategy, utilizing AI-generated vertical videos that showcase a hyper-ironic aesthetic of Soviet everyday life. These videos have gone viral on platforms like TikTok, Instagram Reels, and YouTube Shorts, as noted by the Telegram channel Highroller.
In these clips, the brand name, promo codes, and bonus descriptions are seamlessly integrated into the visuals, appearing on walls and industrial structures. The videos playfully depict absurd scenarios from Soviet life, including intense factory labor, neighborly disputes, and family scenes in communal apartments.
A standout feature of this trend is the recurring phrase “делали тихо, не спеша” (did it quietly, without haste) and the AI-generated creature named Cheremsha. This quirky hybrid of a rabbit, cat, and lion is presented as a typical household pet in every Soviet family, munching on fiberglass and enriching uranium. In some videos, Cheremsha even takes on the role of a general secretary.