Vasyl Holoborodko: a Hero who looks like you

Vasyl Holoborodko is the protagonist of the Ukrainian political series Servant of the People. But who is he and what makes him special? He is an ordinary history teacher. Not wealthy, not famous, not someone who has influence or connections. His whole life is a struggle against the reality familiar to every Ukrainian - low salary, bureaucracy, corrupt officials.

The first episode is like a first impression, which always remains in your memory. Someone takes a bus full of people or walks along crowded streets. Imagine a tired, worried face, preoccupied with the thought of whether the cash in their wallet is enough for today’s lunch. Such a simple routine begins to resemble you. No wonder you often catch yourself thinking, "This is just like me. I do the same things every day!".

Vasyl Holoborodko is an image that millions can associate with. And most importantly, it creates trust. If a hero lives like you, then surely he understands your problems. Now think back to how Volodymyr Zelenskyy launched his campaign—simple, unpretentious, emphasizing that he is "just like you.”

The story takes a pivotal turn with a teacher's emotional monologue. After a history lesson, Holoborodko delivers a passionate critique of politicians to his colleague, which was captured on video and shared online without him knowing that. “These politicians are stealing our future! They only care about lining their own pockets!” These words become a key moment, sparking a connection between Zelenskyy’s character and the audience. You listen and think, "Finally, someone said it out loud." Holoborodko voices your thoughts, deepening the bond between the audience and the hero.

This phenomenon could be seen as a sort of "mirror effect," when the audience projects their hopes, frustrations, and dreams onto a relatable character. Holoborodko reflects people’s inner reactions and thoughts, showing what they would personally do if given the chance.

There’s another crucial aspect: Holoborodko looks as "ordinary" as possible. He refuses to have luxurious suits, flashy cars, or bodyguards. He lives in an old apartment with his parents, works at a regular school, and chats with neighbours. It feels so normal that you don’t even question it. The show’s producers did a skillfull job of revealing and showing the contrast with politicians. Compared to officials in their lavish cars, expensive suits, and pompous speeches, the “regular guy” Holoborodko feels so refreshing.

A real Problem shown through Comedy

The Battle against the "Old System"

Holoborodko encounters the “system” at every turn. In one scene, he tries to resolve an issue with the school bus. However, he is buried under a pile of paperwork, forced to run from office to office, while officials openly ignore him, calling him a “clown.” It’s a complete madness. Just think of situations in your life when you're trying to get some paperwork done.

Why is this scene important? Because bureaucracy is something familiar to many people, especially Ukrainians. You see Holoborodko getting frustrated as he tries to break the system, and you feel the same way as the protagonist. The image of injustice builds an image of the entire system is the enemy, and that Vasyl Petrovych is the only person who can and wants to change it.

When Zelenskyy talks about “changing the system” in his real-life campaign, it taps into this same effect, transferring the image of the TV character to the image of the future real president.

Principle of ʼ2Pʼ: Power and the President

Do you remember the scene where Holoborodko delivers an emotional monologue in class, in front of another teacher? Main character doesn’t just criticise politicians — he condemns the entire system. And what’s important is that the audience feels the same way: "Exactly, someone has to change this." This pivotal monologue is designed to maximize the viewer’s emotions. Holoborodko speaks on behalf of the audience as a voice of ordinary people.

After watching the video of that emotional speech, the students are confused because their teacher, who has always spoken about honesty and principles, suddenly explodes in anger: "They’re stealing your future! They promise, but do nothing! If only I could be there for just one week!" This moment shows that even the most honest and principled person has a limit to their patience. The interaction and determination of the students reflect their trust in Holoborodko as a potential future leader.

In Servant of the People, the ordinary teacher constantly stands up against oligarchs and politicians. In each episode, these figures are portrayed as greedy, immoral people who care only about their own benefit. Of course, their characters are somewhat exaggerated, but that doesn’t make them any less despicable. In fact, it only makes them more detestable to the audience.

In the series, oligarchs represent everything that destroys the political system people actually need, making it corrupted and bad. They steal, manipulate, and use power for their own gain. The viewers see this and automatically associate these characters with the real problems of the country.

One episode, where the oligarchs discuss how to divide the national budget, looks comical, but at the same time, you realize: "They are really doing this!"

Holoborodko constantly fights against these "powerful figures." He’s not afraid to challenge them, even if it might cost him his career or even his life. And what's interesting, as a viewer, you don’t doubt for a second that he could defeat them.

Zelenskyy, in his campaign, also emphasized the fight against the oligarchs. The future president stood apart from this power, condemned it, and declared that he would play by different rules. This automatically makes him your ally. Zelenskyy repeatedly said, "We will deal with the old system of power." And when you heard this, you remembered the series, which is why you believed this message so strongly.

Honesty through Simplicity: how the series shaped the image of a Leader

The Importance of Words and Emotions

For ordinary people, a bicycle is just a common everyday mode of transportation. But how are politicians and oligarchs typically seen? Convoys, official cars, dozens of bodyguards. Just think of the time when the wife of a minister was escorted by a large entourage to the hairdresser. On the other hand, the audience sees the unpretentiousness of the president. He refuses to drive expensive cars, doesn’t have a convoy, and most importantly, he does this not for show, but because it’s his usual, actual lifestyle. This scene might seem simple, but in reality, it’s one of the most important elements of the whole show. The bicycle becomes a symbol of humility and openness to the people, while the convoy represents wastefulness and arrogance.

Imagine you’re sitting at home watching this episode, and suddenly the thought hits you: "This is how a real president should look like!" You don’t even notice how you start to idealize this character. Because he doesn’t want to be "above the people," he wants to be "with the people." This is a key message of the show from the very first episodes, reflecting the desires of ordinary people. Holoborodko is cycling through a crowd of people for no reason. He stops at traffic lights, talks to pedestrians, and isn’t afraid to be part of society. Or he’s just waiting for the bus, enjoying an ice cream. This image creates a contrast that immediately evokes sympathy.

Such details, thought out by the scriptwriters, create an emotional attachment, as if the president is just one of us. Now, think back to Zelenskyy's real campaign. He approaches people without a suit, without bodyguards, without any unnecessary pathos. You've already got the feeling that this is the same leader you saw in the TV series. This is not a mere coincidence. It’s a well-thought-out psychological strategy, laid out from the very creation of Holoborodko’s character.

A Simple strategy

We can make a conclusion that the writers, directors, and actors used a strategy of simple words and familiar things. This is what attracts everyone, the ability to convey an idea to anyone, not just scientists, because why use complicated terms when everything can be said much easier. In the series, Holoborodko honestly admits to journalists that he doesn’t know the fancy words written for his speech. And while other characters lie, the main hero always tells the truth, even when it works against him.

In addition, a lot of attention is given to the family of Vasyl Holoborodko - his parents, who argue over the TV, and his friends, who help him in tough situations. These scenes add a sense of humanity to the character. You see that he’s not just a president, but a person with loved ones who support him or even argue with him, as happens in every family. During his campaign, Zelenskyy often showcased his family—his wife Olena and their children. This highlighted his humanity and made him closer to voters, because, in reality, loyalty to family and its values is an incredibly important factor.

The Universal Strategy of Humor

It’s important to start by mentioning that Zelenskyy was far from a new face to Ukrainian audiences. People were accustomed to seeing him in various comedic programs, films, and performances. Frequently, he and his team mocked politicians and the country’s political system in their jokes. Similarly, Holoborodko, the protagonist of Servant of the People, embraces humor and isn’t afraid to joke—even about himself. This breaks down barriers between him and the audience. Zelenskyy employed the same approach during his campaign. His jokes, while carefully crafted, felt natural and genuine.

Humor in Servant of the People plays a pivotal role, not only as a source of entertainment but also as a powerful tool for addressing social issues. It enables the series to broach complex topics—corruption, bureaucracy, and injustice—in a way that feels accessible and unburdening to viewers. This approach allows the show to go beyond mere critique, fostering a sense of trust in its protagonist.

The satire in the series acts as a mirror, reflecting the realities of life. Viewers laugh at how politicians behave like shortsighted children, how slow and inefficient bureaucrats are, and how insatiably greedy oligarchs appear. But within this laughter lies a bitter truth. Humor makes it easier to accept criticism of the system without feeling overwhelmed. You’re entertained, yet simultaneously you sense that someone is finally openly talks about these issues.

Holoborodko, the main character, is far from a grandiose politician. He cracks jokes, sometimes at his own expense, which makes him relatable. His humor adds a layer of humanity and reduces the emotional distance between him and the audience. He’s not portrayed as a superhero but as an ordinary person with sharp wit and a good sense of irony. Zelenskyy adopted this same approach in his real-life campaign. His jokes, though meticulously planned, came across as effortless. They defused tension, built trust, and left voters with the impression that he was just “a regular guy from next door.”.

Humor works better than pomp because laughter dismantles barriers. When you laugh, your defenses drop. In that moment, you become more receptive to the serious messages that often follow the humor. The series expertly utilizes this technique: first, it makes you laugh at scenes of bureaucratic absurdity, and then it subtly encourages you to reflect on the reality of these problems.

This strategy proved universal:

• Through humor, the series addressed serious issues that might otherwise have been too heavy for audiences to process.

• Jokes reduced the distance between Holoborodko and viewers, making him feel like “one of us.”

Both in the series and in Zelenskyy’s campaign, humor served as a bridge to connect with the audience. Scenes where the protagonist laughs at his own mistakes or responds to criticism with ease helped break down walls of skepticism. This approach demonstrated that honesty and simplicity, when coupled with humor, could transform even the most doubtful viewers into allies.

Other Key Elements: How "Servant of the People" Prepared the Ground

Duration of the Series

One of the main strengths of the Servant of the People series was its duration. Over three seasons, it had enough time to shape and cement the image of an ideal leader in viewers’ minds. This longevity wasn’t accidental; it was a strategic advantage that allowed the audience to develop an emotional connection with Vasyl Holoborodko, the show’s protagonist.
Had the story been condensed into a single film, its impact would have been much weaker. Instead, the three seasons let viewers gradually immerse themselves in the narrative. First, they watched Holoborodko fight bureaucracy, following seeing him making tough decisions while staying true to his principles. By the end, there was no doubt that he was the leader the country needed.
This prolonged connection meant that when Zelenskyy entered real-world politics, the audience already saw him as "one of their own." Holoborodko had become a familiar and trusted figure, erasing the boundary between the fictional character and the actor playing him.

The "Accidental" popularity

The storyline of Servant of the People skillfully employed the concept of "accidental" popularity. In the show, Vasyl Holoborodko becomes president by chance. Again, his emotional speech about corruption is recorded by students, uploaded to social media, and goes viral. Thus, an ordinary man finds himself at the top of the political hierarchy.
This idea inspired sympathy and trust. Viewers saw that Holoborodko didn’t seek power. He was honest because he never desired it. The plot subtly reinforced the belief that someone who doesn’t crave power won’t abuse it.
Zelenskyy replicated this concept in his campaign. He also appeared as an "accidental" politician—a comedian whom the people "asked" to run for president. This made him feel closer to the public.

Engaging young people

The Servant of the People series succeeded in captivating a younger audience that previously had little interest in politics. The show spoke the language they’ve mastered - jokes, slang, and cultural references that resonated with modern youth. It presented politics without formality or pomp, making it accessible and relatable.
Zelensky adopted this approach in his campaign. He avoided outdated jargon and complex political constructs. Instead, he spoke plainly and directly, coming across as "one of the guys" who communicated with voters as equals.

Social media test

Although Servant of the People aired on television, its real strength lay in the digital realm. The show was a first step in massively engaging audiences through social media. Key moments from the series, such as Holoborodko’s fiery speech about corruption or scenes featuring a bicycle, easily transformed into viral content.

These moments not only entertained but also laid the groundwork for Zelensky’s future digital strategy. By the time he announced his campaign, voters were already familiar with his persona through social media.

Scenes from the series had high meme potential:

• "The President on a Bicycle" became a symbol of simplicity and sincerity.

• Holoborodko’s anger at the system turned into memes mocking corruption and outdated political orders.

• Comedic interactions with politicians helped diffuse tension and made political topics more digestible.

During Zelensky’s campaign, these memes worked in his favor. He was already seen as someone who "wasn’t afraid to speak the truth."

Visual language and symbolism

Servant of the People also masterfully used visual techniques. Scenes featuring negative characters—politicians or oligarchs—were shot in dark, cold tones with gray and green hues. Conversely, scenes with Holoborodko were bright, warm, and filled with natural colors.

This visual language subconsciously influenced perceptions. Viewers associated Holoborodko with positivity, while his opponents were linked to negativity. Even without realizing it, audiences instinctively sided with the hero.

Transition from Fiction to Reality

The conclusion of Servant of the People was not the end of the story. It smoothly prepared audiences for Zelensky’s political career. When he announced his candidacy, it didn’t feel like something new but rather a natural continuation of a narrative they already knew and loved.

Thus, Zelensky’s campaign effectively utilized elements that had been tested in the series:

• Duration: The three seasons allowed viewers to become accustomed to Holoborodko, making the transition to Zelensky’s real political persona seamless.

• Fortuity: The image of someone who "never sought power" fostered trust.

• Youth Engagement: Speaking in a straightforward, relatable manner attracted younger generations.

• Digital Mastery: Social media, tested through the series, became the foundation of his campaign.
  

These elements created an image that felt natural, understandable, and close to everyone. Zelensky didn’t just run a campaign—he told a story that his voters already knew and were ready to believe in.

Conclusion

The TV series Servant of the People became a powerful tool for shaping a new image of a leader in Ukraine, one that felt close and understandable to ordinary people. The character of Vasyl Holoborodko, created based on real problems faced by Ukrainians, became a symbol of honesty, simplicity, and determination in the fight against corruption. Through humor, simple language, and emotional appeal, the character was able to establish a deep connection with the audience, removing traditional barriers between politicians and citizens. These factors allowed the series to not only criticize the existing political system but also present a new model of a leader ready to change the country.

This approach, focused on emotional response and accessibility, became the foundation for the real political campaign of Volodymyr Zelenskyy, who used similar strategies—simplifying language, humor, and closeness to the people. These methods helped him form the image of a politician who stands apart from traditional leaders and is perceived as a true fighter for change. Servant of the People became not just a comedy show, but also an important stage in the transformation of public sentiment, creating a new type of political leadership that can inspire trust and support among the masses. This transformation of a political figure through mass media thus allowed Zelenskyy to quickly establish himself as a symbol of change, which was reflected in his real political career.