MTS Eggs

Advertising sensitive citizens of Russia are fascinated at a bloodcurdling spectacle – MTS mobile operator re-branding. MTS goes eggs! I already wrote it but snowsquare has a better and more comprehensive story. Snowsquare writes:

Moscow's mysterious egg-advertisements and website finally yielded their secrets this week, as nationwide mobile operator, MTS announced its rebranding.
According to Kommersant, the new branding was developed by British agency, Wolff Olins, which was also responsible for last year's rebranding of MTS's competitor, Beeline.MTS is controlled by Sistema, and the rebranding sees most of the telecoms companies within the group receiving the new branding: Sistema Telecom, MGTS the Moscow fixed line operator), Comstar and Stream all have new logos.
The only question remaining is how Russians' association of the word egg (яйцо,
yaitso) with the word for a (male) ball (яичко, yaichko) will work in this context?

Dear snowsquare! Russians already thought out dozens of jokes on MTS eggs. Not many of them make much sense to people who don’t know Russian but still I tried to translate some of them:

- New Kinder-Surprise chocolate egg with an MTS sim-card inside.
- MTS: Connecting Balls.
- MTS: Ringing Balls of Russia.
- MTS re-branding. Sponsored by Beeline and Megaphone.
- Beware of bird flu! Boil your MTS sim-card before usage.
- Don’t scratch your MTS.
- MTS new customer loyalty programs: Quack-quack, Cluck-cluck and Coo-coo. Coming soon - Cock-a-doodle-doo.

Black and yellow stripes - new corporate identity of Beeline, major competitor of MTS.

Related Tags: Russia, mobile communications, advertising, re-branding, MTS, jokes