As the Soviet Union shrank, Pizza Hut expanded.
The American firm had broken into the Soviet Union just before it died, thanks in part to Gorbachev’s policies of openness. That’s one reason why the commercial could exist in the first place: It was filmed on location in a Moscow Pizza Hut near Red Square, which had opened in 1990 as part of a Soviet-era deal with the chain’s then-parent company, PepsiCo. That arrangement, which had been hailed as the “deal of the century,” flopped when the Soviet Union collapsed, killing both the Russian economy and the restaurant’s supply chain. (Overnight, Lithuanian mozzarella became an expensive import from a foreign country.)
That connection helped provide the hook that Pizza Hut’s advertising creatives needed. For the advertising firm BBDO, Pizza Hut was a big client in a challenging category. Conveniently for BBDO, that translated into big-budget commercials. Pizza Hut ordered dozens of ads a year from BBDO, with a mixture of ordinary TV spots touting weekly specials and major campaigns featuring spokespeople like Dennis Rodman and Donald Trump.
Keeping such a big client happy was a priority for the firm. By 1997, Pizza Hut’s international arm was looking for new spokespeople. As a global brand, then-Pizza Hut advertising executive Scott Helbing recalled in an interview, the company “needed an idea that truly traveled across continents” for “a truly global campaign that would play in any country in the world.”
Former BBDO art director Ted Shaine, who helped create the ad with Tom Darbyshire, a young copywriter at the time, recalled that BBDO “heard that [Gorbachev] was willing to do something.” Others suggest that somebody at BBDO came up with the idea and sought Gorbachev out.
However it happened, the core idea of the ad remained stable throughout the monthslong process of negotiating and filming it. It would not focus on Gorbachev but on an ordinary Russian family eating at Pizza Hut. It would be shot on location, featuring as many visuals that screamed “Russia” as possible.
The concept obviously exploited the shock value of having a former world leader appear. But the ad played on the fact that Gorbachev was far more popular outside Russia than inside it. As late as October 1991, a Wall Street Journal/NBC News poll showed that 54 percent of Americans wanted to see Gorbachev as the head of the Soviet Union, compared with only 18 percent for Yeltsin. And warm feelings toward Gorbachev persisted in the West long after the Soviet Union dissolved. “In contrast to his unpopular standing at home,” the political scientist Andrew Cooper writes in Diplomatic Afterlives, “Gorbachev retained superstar standing abroad as a visionary statesman.” At home, Gorbachev was a pariah. Abroad, he was an elder statesman and celebrity, far more beloved than the buffoonish Yeltsin.