Directed by Morgan Spurlock.
Writer/director Morgan Spurlock shot to fame when he highlighted the horrors of fast food by going on a McDonald’s diet in his documentary Supersize Me. This time, instead of potentially damaging his body, he puts his soul on the line as he explores the world of advertising, in particular product placement. In his quest to find out how struggling multi-million dollar corporations let people know they exist, he sponsors his documentary entirely with product endorsement, and films the processes he goes through in order to bring that about. Apart from approaching companies to finance his doco, he also calls on many advertising experts for advice.
Like his previous film, The Greatest Movie Ever Sold is entertaining, funny and not really telling us much that we don’t already know. It’s not like people think that existing on supersize Big Macs is exactly healthy but Supersize Me was highly successful. Though, at the same time as it was released, McDonalds added a range of salads to their menu. This time, it’s not like people don’t know they’re being advertised to, and the satire which has given Spurlock his controversial reputation is so continual, it is difficult to tell if he is ‘blowing smoke up our asses’ as well as everyone elses’.
There is some interesting information on brand collateral and brand personality that we probably could have worked out if we had the time or inclination to think about it. There are some startling gems such as the use of neurology technology to tweak ads and the tour of Sao Paulo where advertising is being banned. But even though he says that he is not selling out, Spurlock is such a ‘shameless whore’. Just look at the promotional poster of him with all the brand names and logos on his naked body.
Lezly Herbert
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