. In 1992 he launched Khodorkovsky’s first ad campaign, in which the oligarch, in checked jacket, moustache, and a massive grin, was pictured holding out bundles of cash: “Join my bank if you want some easy money” was the message. “I’ve made it; so can you!” The poster was pinned up on every bus and billboard, and for a population raised on anticapitalist values, it was a shock. It was the first time a Russian company had used the face of its own owner as the brand. It was the first time wealth had been advertised as a virtue. Previously millionaires might have existed, but they always had to hide their success. But Surkov could sense the world was shifting.