Arthur Biyarslanov is a Russian born Chechen who made Canada his home in 2005. Now he is fighting for Canada tonight in what is sure to be an exciting gold medal Pan Am bout. Biyarslanov’s fight for survival started long before it happened in the ring.
Arthur Biyarslanov was a preschooler when his family made a terrifying escape to the border, in order to leave war-torn Chechnya in southern Russia for the neighbouring Azerbaijan. His mother gave money and her children’s legal documents to Chechen soldiers in case she couldn’t keep up. If she didn’t make it, at least they would have a better life. 300 people were with them when they left, only 150 made it.
“The soldiers were carrying me and running with me, taking us to a safe place. I could hear bombs exploding and bullets whizzing by us. They asked me my name and I told them my name is Nohcho Borz, Nohcho Borz, it means Chechen Wolf. You’re supposed to be scared of the wolf, but my father told me you’re supposed to be like a wolf. So I was Nohcho Borz.” That name would follow him into the ring.
Two weeks before the Pan Am Games, Biyarslanov moved into Atlas Boxing Club where he trains, and made it his home. He slept in the middle of the ring every night, focusing his intentions on winning gold. His dedication and focus seem to be paying off.
Biyarslanov started the Pan Am Games with a definitive win over an Argentinian light welterweight (64 kg) named Lucas Gimenez. By the third round he showed no signs of fatigue and almost KO’d Gimenez twice. Gimenez’s only saviour from Biyarslanov’s devastating right hook, his favourite punch, were two standing eight counts.
Then on Wednesday evening he was matched with another challenging opponent, Venezuelan Luis Arcon Diaz, silver medalist at the Worlds and bronze medalist at the Olympics. The Chechen Wolf worked Diaz over, with precision right jabs, straight lefts and inside combinations. Diaz’s efforts included low blows and shots after the break, while countering as Biyarslanov moved in. With Diaz having a longer reach, moving inside was a smart decision on behalf of Biyarslanov.
Now Biyarslanov is anxious to finish what he started. Tonight he fights a formidable Cuban fighter, Yasnier Toledo. Toledo won a bronze medal at the 2012 London Olympics and is a two-time world championship silver medallist. Is The Chechen Wolf apprehensive about his opponent’s experience?
“He’s just a human being just like I am,” Biyarslanov said. “I’m not scared of any human being, the only person I’m scared of is God. I don’t care who it is. I’m going in there and show him who The Chechen Wolf is.”
Marketers and advertisers have long debated whether short format video is better than long format and vice versa. Hell, there still seems to be some confusion on the benefits of online video in general. I’m not going to bore you with the stats for online video content, but they are incredibly impressive.
At this stage of the game, if companies are not including online video marketing into their annual budgets, they are emphatically, unequivocally, and let me make myself absolutely clear on this… missing the f’ing boat. It’s like being late for a boat party where people have a great time, make great connections, the food is fantastic and the drinks are free and you’re left standing there on the dock.
If you knew the boat was stopping at another location to pick up other guests, would you high tail it over there? It’s not too late to get on board.
Businesses have to understand the scope and reach that one video can have in this day and age. One video can be uploaded to multiple formats and social media outlets giving you a wide audience in which to be seen; all right at your finger tips, literally. And unlike television, there is no charge when broadcasting your video online.
Big companies can supplement their television commercial campaigns with strategic online video. Smaller companies now have a chance to compete by incorporating online video into their marketing plans. Businesses now have a chance to become their own broadcaster via video hubs on their websites and become leaders, informing the public of their expertise, products or services. SEO loves it. People love it. And social networking sites are making it easier than ever for you to take advantage of it.
We all love a good story. And we all have one to tell, including a business. Some “experts” say that a video should be no longer than 90 seconds long in order to keep a viewers attention. I believe creativity should never be tamed. If the story can be told in 90 seconds, so be it. All good. It still needs to engage, inform and/or entertain. And that goes double for long format video. Though TV still has a place and is no doubt an effective form of advertising, when it comes to the Web, we no longer need to limit ourselves to television’s 30 second spot rule. In fact, companies should go back in advertising history and take a lesson from it’s past. The single sponsor model, in particular.
‘In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one’s advertising agency actually writing the show.’
A great example of the single sponsor model making a comeback for long format video is the online series Raw Craft, hosted by Anthony Bourdain.
Other than one well-placed product placement, the message behind the Raw Craft series is not focusing on the product at all, but on craftsmanship itself. Craftsmanship is definitely associated in the creation of a good Scotch and this series is a fantastic way for The Balvenie to promote their brand and engage the viewer without a hard sell.
Determination, focus, persistence, dedication, conviction, perseverance, etc… are all words a company would like to have associated with their brand. This next creative video has all of these elements and more. A well placed banner in the gym, or simply a logo at the end of this film is all a company would need to include, in order to create a campaign behind any of the words that describe this fighter.
The single sponsor model is where long format video can really get creative and fully engage an audience, while a company rides that message as it’s own. Consumers aren’t dumb though, a company can’t just propagandize a video throughout and expect a positive response. But, if a company sponsors the production and subtly incorporates their brand within an intriguing, entertaining, and memorable piece, then the long or short of it does not matter. At the end of the day it’s all about the message and bringing that message to life.