directed by Vít Klusák & Filip Remunda

Imagine someone tricking about 3000 people in order to graduate from school. Intrigued? Then you must learn about “Czech Dream”. It’s a documentary directed by two (back then) students – Vít Klusák and Filip Remunda – who decided to make a film in order to put a spotlight on the problem of consumerism and the power of advertising. You may see the whole process in the documentary, but shortly speaking, they were pretending to be the managers of a new chain of hypermarkets called “Český sen” (Czech Dream) and wanted to organise the whole advertising campaign about the upcoming (obviously fake) opening of a store. They hired an ad agency, made a TV advertisement, created huge billboards and all that to attract people to come for the opening. I don’t want to spoil what happens at the end, but let me tell you one thing – the opening actually takes place, but what happens there exactly is for you to see. If you ask me, I’m absolutely amazed by the idea for this documentary and I hope the school of Vít and Filip are proud of them up till now. Not only they had a brilliant idea, but they dedicated a lot of time, put much effort and made sure every little detail of their plan was taken care of. Besides, I believe they showed in a very smart way how ridiculous world we’re living in is. Mind the fact this documentary was made in 2004 and even if you decide to watch it now, you may feel like nothing has changed when it comes to people’s mindset. We’re treating shopping like a new hobby, like something that’s one of the most important parts of our life. It’s okay to feel good when you’re buying yourself something you really wanted to get, but forcing yourself to spend lots of money because there’s a sale or because there’s something new available, even if you have the same product at home – that’s just disturbing. It’s not that much presented in the film, because it focuses on the part of consumerism where we’re getting attracted, so the advertising, but the more you reflect on the documentary, the more you realise that the same people who lose their minds over a new bottle of shampoo are the ones who produce a lot of trash, who get rid of their things in an irresponsible way, who forget about any values because they are blinded by pure manipulation. Because, let’s face it, advertisements are nothing but pure manipulation. Is it really that (Czech) dream we’re hoping for? This film is a lot of food for thought and you may get it for free – don’t miss it!
My rating: 7/10
S.








