Sundance 2009: ART & COPY Review

The thought of advertising generally brings a bad taste to my mouth.  It seeps into our lives from so many directions and is completely unavoidable.  Although Doug Pray's (SCRATCH, SURFWISE, etc.) ART & COPY contains spare statistics about the amount of advertising we are subject to, his new film is not about the effects of advertising.  It's about the craft.  It's about artists.  It's about pioneers.  It's about those ads out there that are truly innovative and inspiring.

The beautifully shot film takes an in-depth look into the creative processes involved in some of the most monumental American ad campaigns of the last half century.  It is interwoven and book-ended with visuals of a satellite launch accompanied by ad-exposure statistics, and thoughts from a long-time billboard putter-upper-guy.  The creators of the "Where's the Beef", "Got Milk?", and Apple's "Think Different" campaigns are among those interviewed, and the ads themselves play a major role in the narrative.   

Adman George Lois, who is probably best known for his Esquire magazine covers and his "I Want My MTV" campaign, stands out as a larger-than-life character through his work and his interviews in the film.  He tells the story of making a then-unknown Tommy Hilfiger into a household name practically overnight by comparing him to classic designers like Ralph Lauren and Calvin Klein.  It seemed like a stretch at the time, and even Hilfiger seemed reluctant to step into such big shoes but admits that it forced him to prove himself.  Bold-moves like this defined Lois' career and revolutionary attitude toward advertising.  It's inspiring to realize that someone in such a position continues to work against the grain in order to create ads that people actually want to see.

It would be much simpler to make a film about bad advertising or the effects of consumerism on the human psyche, so it's refreshing to see a positive film that celebrates craftsmen in their finest hours.  These folks are masters of concise communication and strive to make ads that not only move products but also appeal to emotions and intellect.  For example, when the film conducts man-on-the street interviews to capture people's reactions to Nike's "Just Do It" campaign.  No talk about the shoes, only about the desire to chase their dreams.

Comments

[Mitchell Kezin]

Here! Here! I am hoping that the good folks in programming at Hot Docs will solicit this gem.

I know that George Lois has been very vocal about how poorly (he feels) the ad world is being represented in the popular tv series Mad Men, so it is nice to know that Mr. Lois is being given a considered voice in this new film.

[Rick]

One of the greatest documentaries on any subject in a numnber of years. So well made, with fascinating content and beautiful visuals. How this is not more widely distributed and touted is a mystery to me.

[Vermeulen]

Will this get a international release? This documentary got a MAJOR following in Cape Town and the rest of South Africa!