Viktor Pelevin’s novel “Generation P” is one of the key works of post-Soviet literature, published in the late 1990s. The book explores the transformation of Russian society after the collapse of the USSR through the prism of the advertising industry. The protagonist, Vavilen Tatarsky, a former literary translator, delves into the world of advertising, where he encounters the absurdity of the new Russian reality, consciousness manipulation, and mystical elements of ancient cults.