Can the demon squirrel curb Russian drinkers?

He has become an internet phenomenon in Russia, but will the “Demon Squirrel” get his anti-alcohol message across in the run-up to the holiday period?

In an advertisement aimed especially at young people, the drunken cartoon rodent rants about “chasing spiders up walls” with a friend, who later murders his wife.

“I don’t really think that something will change in people’s behaviour, watching this advert,” said Anastasiya in a Moscow internet cafe. “Probably they’ll just watch it and forget it, and they’ll lead their lives exactly the way they were before, the way it’s always been.”

The cartoon has been so popular, it has even brought a new buzzword among young Russians. “Kudyapliki” refers to imaginary creatures the squirrel and his friend want to track down in their drinking binge.

The creature’s creators argue that humour is necessary to grab people’s attention.

“First of all it’s fun, and our whole campaign from the beginning is built on being positive or humorous,” explained Sophia Malyavina, an adviser to the Russian Health Ministry who was part of the team behind the commercial. “Because we understand that in Russia terror doesn’t work. People just switch off. If it’s the television, they just change the channel… if it’s on the internet they don’t pass it on, and the message doesn’t spread.”

Moscow recently banned night-time vodka sales as part of a national anti-drink campaign.

Nationally, half of all deaths among 15 to 54 year olds are linked to drink.

Many are asking whether the Demon Squirrel can make a difference to a problem which is no laughing matter in Russia.

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