Tell me if you’ve heard this once before…
Famous documentary filmmaker who once ate only McDonald’s for a whole month and had a short-lived FX TV show decides to take on advertising and corporate sponsorship in his newest film. He decides, as a sort of silly tongue-in-cheek joke, to finance his movie solely with money received through corporate sponsorship, with the highest bidder being a pomegranate juice brand that gets its name in the title. After the movie opens in theaters, the filmmaker, with a completely straight face, starts slinging the juice in television advertisements using a “Consumer Reports” tone.
Maybe I’m lost, but I guess I don’t understand where Morgan Spurlock’s joke ends, which is generally something troublesome with a documentarian (unless you’re Bansky). And, while this clip was actually in the film Pom Wonderful Presents: The Greatest Movie Ever Sold, it’s also part of POM Wonderful’s new “Get Real” campaign. And, that sweepstakes POM is advertising on its website is actually a chance to get a private in-home screening of Spurlock’s film with Spurlock present, probably wearing that stupid suit he’s never seen without these days. Does this ad blitz create any goodwill toward Spurlock or POM, or just make them that much more annoying?