If you're sick of hearing about how consumers don't trust brands anymore and feel as though they’re being constantly bombarded by trashy advertising that makes them stupid, drunk and morbidly obese, then Doug Pray’s Art & Copy, "a dynamic exploration of art, commerce, and human emotion", could be the film for you: it focuses on some of the positive aspects of advertising and interviews the inspirational brains behind some of the world's most successful campaigns. And it's coming to the Documentary Edge film festival in Auckland in March.
The chattering classes (and the killjoys) often claim not to like advertising, but the film's protagonists feel there's a simple way to change that: make better advertising.
Apparently, it all comes down to the power of creativity, which, the say, can solve anything. ANYTHING! It may be slightly idealistic, but there's no doubting the pop-cultural power of some of the campaigns that feature in the doco, which was an official selection at the 2009 Sundance film festival. And with quotes like “advertising makes food taste better; it makes cars run better; it changes the perceptions of everything”, there's also no doubt what side of the debate they're on.
Here's the spiel: “Art & Copy reveals the work and wisdom of some of the most influential advertising creatives of our time — people who've profoundly impacted our culture, yet are virtually unknown outside their industry. Exploding forth from advertising's 'creative revolution' of the 1960s, these artists and writers all brought a surprisingly rebellious spirit to their work in a business more often associated with mediocrity or manipulation.”
The Documentary Edge Auckland season runs from 27 February –14 March. And Art & Copy will screen at Rialto Newmarket on 3, 7 and 14 March.