Advertising? What for? To the ears of soviet functionaries, just the sound of that word was enough to conjure up class enemies, ubiquitous, capitalistic symbols like Coca Cola and possibly a plot by the CIA. In any case, advertising had little to do with communism, and certainly wasn’t considered necessary. Consumer products were simply made available to those who needed them. At least that was the plan, and everyone played along. Unhindered by this logic, the Eesti Studio for Advertising Films was established in Estonia in the 1960s. It was the only organisation in the entire USSR that produced advertising films. It provided hundreds of jobs, and reached an audience of millions. Of course, here the marketing practices were quite different from those found on New York’s rather more famous Madison Avenue.