"Peter the Great” TVC builds on a positive image of the greatest Russian ruler who is known for his strong personality and reforms. Across all target groups, he is perceived as a strong personality who changed his life and the life of a whole country by will alone and inner strength. Targeted at 12-15 year-olds with no drug-taking experience, the TVC sets Peter as a vivid example and calls to be strong enough to say no to drugs for your own future. It does not imply that taking no drugs inevitably makes you great. It gives you a chance.