Český sen
Plots(1)
Two Czech film students explore the manipulative powers of consumerism on post-communist Czechoslovakia by creating a marketing campaign for a super store that didn't exist. For 2 weeks, the streets of Prague were saturated with advertising for Czech Dream - a fake super store. The campaign, created by a highly regarded ad agency, proclaimed "Don't Go, Don't Rush, Don't Spend" was everywhere - in newspapers, on buses, and on the radio. On the day of the grand opening, over 4000 people showed up and attacked the filmmakers when they found out it was all a hoax. (official distributor synopsis)
(more)Reviews (3)
If there had been greater consistency in the “storytelling", this could have been a perfect piece. This way it is merely interesting and, in places, a really amusing insight into today’s world of advertising. Surprisingly, the weakest part is the ending, with the actual “opening" of the Czech Dream. Conversely, the preceding parts when we look behind the scenes at the preparations for advertising campaigns are wonderful. Certainly a fascinating example of a documentary that provokes considerable controversy although, surprisingly, it isn’t controversial at all.
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Proof of how deplorable some people are. At the same time, I’m really pleased that there are some brave dudes who try to do something to cure human ignorance. To teach them a lesson (unfortunately understood only by very few of them). To show them the truth, wake them up and that sort of thing. Advertising is something that can be useful but it also can influence massively. But it’s still just advertising. And if it’s done well, doesn’t mean that we can stop thinking about it. Great direction, these boys aren’t biased or (too) patronizing, but maybe the ending is unnecessarily brief.
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If this is a fight against consumerism with Czech documentary film, it’s being done wrong on principle. The studied group has never seen and will never see any documentaries. Let alone Czech documentaries.
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