Belarusian auto giant BelAZ, manufacturer of some of the largest dump trucks in the world, unexpectedly found itself at the center of an Internet meme. An advertising video is rapidly spreading on Telegram channels and social networks, in which a miniature blonde girl on a leash “walks” a 130-ton mining dump truck.
The video, built on the contrast between the fragile heroine and the giant machine, caused a strong reaction from the audience. Users called this pitch “genius” and “the most memorable ad of the year.” The marketing ploy has already been dubbed “BelAZ’s walk”—in just a few days, the video received millions of views.
According to unconfirmed information, which is actively circulated by autobloggers, after the release of the video, sales of BelAZ may increase by 10%. The holding itself has so far refrained from making official comments.
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