Filmed on Pixel 3

The fundamental essence of advertising inevitably rears its head – without a story or statement, the characteristic creative style gives the impression of superficial kitsch and the distinctive creator is reduced to a mere name that is intended to add depth to this utilitarian product. On the other hand, advertising, or rather the ideas that it evokes, describes the central paradox of Malick’s work surprising well. His entire filmography deals with innocence, which he places in both context and contrast with the cruelty and violence of the human world, the wrath of nature and the apathy of the universe. Like Malick’s films, this brief commercial will enchant some viewers and disgust others precisely because of the view of the world that it represents and how it looks at or ignores certain factual aspects of the world. The cynic will squeak, the “believer” will grow sentimental, and the expert on Malick’s work will nod in appreciation. (28/09/2020)