This article aims to analyze the presidential campaign in Serbia (2017). It focuses on the presence of different significant figures from Serbian history and culture in the public sphere. It begins by presenting the pantheon of eminent figures in the history of Serbia. Next, the presidential election and its results are briefly described. Then, the text investigates the question what kind of eminent figures, by whom, and in which context were used in the last Serbian presidential campaign. The conclusion summarizes the specifics of the use of historical characters for political aims in that case.