The Latvian singer Laima Vaikule has become a figure of controversy after appearing in an advertisement for the supermarket chain "ATB," where she performed the Ukrainian folk song "Shchedryk" by Mykola Leontovych. The video, shot on the beach, sparked a wave of criticism from Ukrainian social media users.
The project was part of ATB's Christmas campaign aimed at creating an atmosphere of friendship between Ukraine and Latvia. However, despite this, the advertisement was not liked by many, particularly due to the singer's past connections with Russia. Users actively expressed their dissatisfaction, emphasizing that Laima Vaikule's participation is inappropriate in the context of the war that Russia has unleashed against Ukraine.
Criticism and Defense
Many Ukrainians expressed the opinion that instead of collaborating with Vaikule, it would have been better to involve Ukrainian artists. Critics noted that such an advertisement devalues Ukrainian culture and performers. Some pointed out that Vaikule is associated with Soviet pop and Russian culture.
At the same time, there were those who defended the singer, highlighting that she showed a pro-Ukrainian stance and sang in the Ukrainian language. Users stressed that it is important to maintain friendly ties with Latvia and other Baltic countries amid the current political situation.
ATB's Reaction
ATB's response to the misunderstanding became known after closing the comments under the video, which only intensified the outrage. The official position of ATB's press service states that the advertisement was not intended to convey "any political or ideological messages," and the main goal was to create a festive atmosphere and emphasize friendly relations.
The video, filmed in collaboration with a Latvian choir, a strong dance ensemble, and the singer herself, ends with a group hug, which, according to the creators' intention, symbolizes unity.
The debate over the collaboration with Laima Vaikule continues, pointing to the ambiguity of the perception of artists from Russia and their role in Ukrainian culture during the war. Whether ATB will manage to rectify the situation and regain consumer trust remains an open question.
