Together with "Center 800" Autonomous Nonprofit Organization we created a viral commercial about Nizhny Novgorod that reveals its identity. We did it without unnecessary theatrics and labels, telling honestly and ironically about the most important things for everyone, and for the city itself. Being yourself and loving yourself as you are is more important than trying to seem like something greater. It's time to be, rather than to seem! We collected local memes and made an ironic short film about recognizable local images and patterns: the famous shawarma, programmers and wooden heritage, Strelka, the workers of GAZ automotive plant and their evening recreation, the pace of life. In other words, we showed something that one can be proud of here and now, with no need to pretend. The film turned out to be funny and moving. Targets and goals: - To make a viral commercial about Nizhny Novgorod; - To achieve quantitative KPIs of more than 1 million views on YouTube and more than 5 million on VK; - To answer deeper questions. Who are we? Where are we going? Why do we live here? Why do we love the place where we live? Results: - 1,042,573 views on YouTube; - more than 5 million views on VK; - 100,000 on IGTV and 11,000 shares on Instagram; - 948,000 views on Telegram; - 75 publications in the media.