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Russian Bank To Use Tough Guy Image For Ad Campaign

Moscow: The tough guy image of Hollywood actor Bruce Willis will be used in a new campaign for a mid-sized Russian bank, the lender has said.Trust bank, a top-30 lender by assets, hung pictures of

PTI [ Updated: November 23, 2010 21:08 IST ]
russian bank to use tough guy image for ad campaign
russian bank to use tough guy image for ad campaign

Moscow: The tough guy image of Hollywood actor Bruce Willis will be used in a new campaign for a mid-sized Russian bank, the lender has said.


Trust bank, a top-30 lender by assets, hung pictures of the Die Hard star on the streets of Moscow on Monday with the phrase "Trust is just like me, but a bank".

The Die Hard star replaces Trust's previous frontman, Russian weight-lifter Vladimir Turchinsky, who unexpectantly dropped dead last year at age 46.

Trust said Willis's character reflects the bank's values in terms of "trust and dignity".

Willis, 55, who plays an old-school CIA agent in his latest movie RED, will front the campaign for at least a year, Trust said in a statement.

"The Moscow call immediately raised their (Willis's agents) interest," Dmitry Chukseyev, who was involved in negotiations with the star's agents and serves as Trust's vice-president for communications, said by telephone.

The bank did not give details on the cost of the deal with Willis, who also occasionally performs as a blues singer.
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