Horsemen gallop through the thick grass. Turf flies up from their horses' hooves, their manes stream in the wind, the faces of the horsemen radiate grandeur. In the distance is a rocky plateau. Zoom in. On the sheer cliff appears a relief of… a horseman.
An off-screen voice booms: "Come to Bulgaria, home of the Madara Horseman!" It's only now you realise that you're not watching a tourism advert for Mongolia, or a trailer for a new western by Clint Eastwood.