Russia’s anti-alcohol squirrel back on sauce

Last year, Russia's health ministry scored a huge viral hit—to the tune of 3 million views—with a PSA (see below) starring a psychotic, alcoholic squirrel manically raving about shooting someone's wife, warbling ethnic folk songs and battling invisible spiders in its cell. His eerie vow to viewers: "I'm coming for you." Watching the rodent literally climb the walls in the midst of an intense, pop-eyed breakdown, one question stuck in my mind: What's that gnarly dude been drinking, and where can I find some, because I really want to get that hammered. Now, Russinvest is marketing a 40-proof vodka with a picture of a crazed "hell squirrel" on the label. The marketer's goofing on the earlier PSA and riding its bushy coattails to generate massive attention—for free. Mighty capitalistic of those sloshed Ruskies. I've been sampling some product for the past few hours, and I can vouch for its potency. I wish I understood Russian, because that's the language I hear from the voices inside my head. And … are those spiders crawling all over my face and head? Oh god, get 'em off me!

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.