Morgan Spurlock (pictured) the documentary film maker who made the fast food industry and McDonalds in particular squirm (Super Size Me) returns with a fascinating documentary that exposes the lucrative and ubiquitous business of product placement, advertising and brand promotion in the film industry. Spurlock uses the financing of his film to use the very same mechanisms he sets out to critique by seeking product placement opportunities to finance the production and literally starts 'living the brand' as each product company signs up. As with Spurlock the film is audacious and smart but whom is really spoofing whom ? Spurlock succeeds in demonstrating how to get the corporate sponsorship but in the process ends up promoting these very same products. Spurlock also seeks advice and design help and becomes a brand himself in the process.The documentary succeeds in raising the bigger question - what limits are there with commercial pitching in movies ? A must see for all those who wonder where the marketing boundaries really lie.
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