While it’s certainly not a comforting thought, sooner or later we come to the realization that advertising has played a massive part in our lives. It helps determine nearly everything we purchase, but it also effects our politics, our sense of style, and our sense of community. Doug Pray (who directed the excellent Hype!, Scratch, and Infamy documentaries) now turns his eye on 5 individuals who (for better or for worse) changed the western world with their advertising efforts. Hearing Dan Wieden tell the story of how he appropriated executed murderer Gary Gilmore’s last words into one of the most widely recognized product slogans of all time (Just Do It), is certainly a tale that might have some bearing on modern day life, don’t you think?
While I’m a little wary of anything that might go towards further feeding the advertising communities already hyper-inflated sense of self-worth, The Alchemists really does touch upon a subject worthy of discussion. The website for the film is maddeningly proprietary (especially for a film that’s seeking donations to finish production), but take a gander nonetheless.