Ночь, улица, фонарь

I found this ad for Russia's MTS cell phone company on a search for Aleksandr Blok's 1912 "Ночь, улица, фонарь, аптека," and it warmed my Russophile heart. Here is the full poem:

Ночь, улица, фонарь, аптека,
Бессмысленный и тусклый свет.
Живи еще хоть четверть века-
Все будет так. Исхода нет.


Умрешь - начнешь опять сначала
И повторится все, как встарь:
Ночь, ледяная рябь канала,
Аптека, улица, фонарь.

I have taken much license with my translation:

A night, a street, a streetlamp, drugstore,
Unthinkable and fading light.
Live but a quarter century more:
Nothing will change. There's no way out.


You'll die then start from the beginning,
All the old patterns will repeat:
The night, the canal's icy rippling,
The drugstore, streetlamp, and the street.

The ad wouldn't work if 99% of it's viewers hadn't once been made to memorize this poem. A man is dictating Blok's famous words into his mobile phone, and the words float out into the night, finding their reflections in posters and ads around the city. But the resolution is tragic: the addressee is a student with a casually hidden ear bud. Instead of memorizing the poem, he has the technology to find it on the same streets that inspired Blok. Blok's poem will probably disappear from the storehouses of his readers' minds; but the lonely quotidian of a winter city night will remain. A night... a street... a cellphone... drugstore.