There's nothing worse than waiting for something to download on your phone, especially if you are a 14-year-old boy waiting for sexy models to appear in your Instagram feed.
BBDO Moscow and Russian telecom MTS collaborated to baffle the crap out of followers of popular Instagram bloggers Victoria Bonya, Alena Vodonaeva and Anna Sedokova. In one of the troll-iest social media plays ever, these attractive Insta-celebrities posted photos captioned with the following hashtags: #sexy #oiled #myself #six #hot #naked #pumpedup #guys #red #latex #ass #withanimals #cat #bear #horse #experimenting #crazy #positions #wow #amazing #ohmygod.
Except the photos never loaded. In fact, they were just images of the loading screen.
Comments and engagement went through the roof as horny teens, animal lovers and basement dwellers freaked out upon realizing the images weren't going to load at all. The models followed up by posting ads promoting MTS's new 4G service and apologizing for the false expectations.
What is unclear is how the users reacted to having their dreams shattered.
Agency: BBDO Russia
Nikolay Megvelidze, creative director
Alexey Starodubov, creative group head / director / editor
Vladlena Obukhova, group account director
Luiza Vasyutina, account manager
Boris Anisonyan, head of tv production
Valery Gorokhov, producer
Kristina Malberg, celebrities producer (TMA)
Ekaterina Komolova, managing director (TMA)
Alexander Lubavin, art-director / composer
Elina Yaroslavskaya, digital account director
"Mobile Telesystems" (Client)
Natalia Glagoleva, director of marketing communications department
Maria Yakovleva, head of marketing communications department
Yaroslav Smirnov, head of marketing communications group
Anastasia Terekhova, marketing communications manager
Valery Kopytin, marketing communications manager
Alexander Polishuk, DOP
Maria Yakushina, producer
Andrey Rubtsov, head of production group