The campaign, which was organised by television producer Sergey Lisovsky, was targeted towards youth, encouraging them to vote for Yeltsin as opposed to Gennady Zyuganov of the Communist Party of the Russian Federation and Vladimir Zhirinovsky of the Liberal Democratic Party of Russia, both of whom were regarded as authoritarian leaders.

[1] By early 1996, opinion polling for the 1996 Russian presidential election showed Yeltsin underperforming heavily compared to his most prominent opponents, communist Gennady Zyuganov, liberal Grigory Yavlinsky, and ultranationalist Vladimir Zhirinovsky.

[1] Another inspiration for Yeltsin allegedly came from Bill Clinton's successful "choose or lose" campaign during the 1992 United States presidential election, which included several celebrities, such as Michael Jackson.

[2] Yeltsin himself, though unmentioned in many of the advertisements, actively participated in the campaign, appearing with celebrities on multiple occasions.

[4] Yeltsin made several promises which were viewed as appealing to the youth, among them the abolition of conscription and the shift to a full volunteer military as early as 1998, which had become popular alongside the First Chechen War's increasing unpopularity.