The new ad spoofs the case of Russian billionaire playboy Mikhail Prokhorov, a top executive and co-owner of the mining giant Norilsk Nickel, who was detained by French police at the Courchevel ski resort in France in January.

Prokhorov gained notoriety earlier this year after he was detained by police at a French ski resort as part of investigation into international prostitution ring. He was released after several days in custody but no charges were brought against him.

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According to Associated Press, the ad, which has aired since March 24 on three russian channels, shows police escorting lines of women dressed in lingerie, furs and traditional Russian hats from a sun-kissed French ski resort, as shocked guests look on. Last out of the door is their host, scowling, with a shaved head and dressed only in a bathrobe.

The scene shifts to a comfortable Moscow living room, where a middle-class woman watches the proceedings on the news with a weary smirk. “Some enjoy fairy tales of the good life,” the voice-over says. “Others drink juice.”

The ad does not identify Prokhorov by name. But Yulia Vishnevskaya, a spokeswoman for Nidan Juices, confirmed that it was based on a January raid in France “that involved a famous Russian billionaire.” She said the ad was in line with the “anti-bourgeois message” employed to market the juices.

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