T500FC, 442nd: Art & Copy (Doug Pray, 2009)


Art & Copy rummage the different parts of the advertisement world in the U.S. It is a documentary of the logistics behind it and it gives interviews to the different advertisements that swept around, not just the U.S. itself, but the whole world in general. As it carefully re-introduces the different tag lines, along with its history per, much more on how it had created an impact in the world of today.

Since a documentary doesn’t really follow the suit of a narrative, and a synopsis of the film would definitely be kind of useless, the film gives us not just hindsight but the transformation of advertising in the Western world. It features the known ads such as Nike’s Just Do It, I Want My MTV, and Got Milk?

With the film proving that it was just not doing a documentary for the advertisements, it also featured, though the scenes weren’t that much, the great numbers that advertising can have and provide not just for the company that creates it, or the company that hires them, but a small overview of what it gets from the viewers who were swayed by such ingenious and imaginative ideas.

I think we can all accept the fact that once an advertisement clicks, it had the possibility to become really great that it doesn’t require research or such for it to become successful. Luck comes in and probably a little bit of creative force from the group or person who made it.

It was such a nice nostalgia since I am sort of familiar with the few advertisements featured in the documentary. And when I was watching this, I hoped that an independent body in the Philippines would create a documentary in this caliber. At least we are well-informed on how much these companies are making, much more to the monopoly that they are getting, though I know that this deviates from what this movie is trying to derive at.

A documentary is often boring in a sense that usually it shoulders a lot of explaining of the subject that sometimes the movie tends to be academic. What this film gives is a little bit of everything, which is a great introduction to what it was trying to get. A definite watch for people who love trivial things.


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