Advertising program
(Fiction, Sweden, 33’, C, Fr ST)
by Roy Andersson

Synopsis
In the quarter of a century between Giliap (1976) and Songs from the Second Floor (2000), Andersson directed more than 400 brilliantly conceived commercials for a variety of products and brands, including Citroën and Air France. He honed his style and developed an unusual universe, winning eight Cannes Golden Lions and the admiration of Ingmar Bergman, who considered him the best advertising director in the world.
Reviews
“I have always made my advertising flms with the same philosophy. I want to portray people with respect and empathy. My commercials are not really commercial. They are quite special. […] And then, I can’t make an ad for a product I don’t like. Finally, it is sometimes said that advertising infuences cinema. It’s not true: it’s the ads that steal from feature flms, without any conscience or shame.” Roy Andersson, Écran Noir, La Rochelle Festival 2000