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Dewars Scotch Whiskey (1897)

| Short | 1897 (USA)

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A line of giddy, possibly drunk men, dressed in Scottish highland outfits, perform a disorderly dance routine in front of a sign advertising the product of the title. This film is often described as the first filmed advertisement.
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A stationary camera records four men, in a line facing the camera, costumed, dancing enthusiastically. Three are in kilts and Scottish garb, the fourth wears the suit of an eighteenth- or nineteenth-century dandy. They dance in front of a backdrop of dark curtains with "Dewar's Scotch Whisky" in bold letters above. At the end of the one-minute film, they stop dancing and move as if to enter the curtained rooms behind them, perhaps to knock back a Dewar's. Written by <jhailey@hotmail.com>

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1897 (USA)  »

Also Known As:

Dewars: It's Scotch  »

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Edited into Forgotten Silver (1995) See more »

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The consequences of drinking
19 June 2009 | by (www.2020-movie-reviews.com) – See all my reviews

It's strange to think that film-makers grasped the concept of using film to advertise products before the idea of using film to tell stories occurred to them, but here you have the proof. As another reviewer mentioned, Admiral Cigarettes is generally considered to be the first advertisement but this one can't have been far behind. As all the other reviewers have also noted, this isn't very good. A bunch of men in kilts jig about on a stage in slow motion for a while, no doubt having a whale of a time, but the rest of us are left strangely unmoved. Wouldn't it have been nice if, after efforts like this, ad men had decided film wasn't the medium to use for peddling their wares after all?


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