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Two students from the Czech Film Academy commission a leading advertising agency to organize a huge campaign for the opening of a new supermarket named Czech Dream. The supermarket however does not exist and is not meant to. The advertising campaign includes radio and television ads, posters, flyers with photos of fake Czech Dream products, a promotional song, an internet site, and ads in newspapers and magazines. Will people believe in it and show up for the grand opening? Written by
Vít Klusák and Filip Remunda come up with an innovative idea to film a documentary comedy about advertising a supermarket...that doesn't exist. The film shows the viewer the whole process from planning, advertising to building a 'front'. The only part that hasn't been done is the making of the actual supermarket. Through this film they show the power of advertisement, which is a multi-billion dollar industry and the influence it has on the common citizen and that corporate companies really know every button to press in order to successfully manipulate consumers.
In this film, thousands of people excitedly gather together, with family or friends, to 'raid' the non-existent supermarket which is to 'open' at 10:00. Some have even arrived as early as 7:00 a.m. 'Ceský Sen' has sparked a lot of controversy. Many Czech people were infuriated as they felt betrayed and conned and infuriated that the government spent so much money on advertising. Vít Klusák and Filip Remunda have tackled significant issues and pointed out how people have almost become 'pawns' to corporate industries.
'Ceský Sen' is also a well made film. Shot in mock documentary style, Klusák and Remunda bring a lot of humour while touching on various issues relevant to today's economy. Even though they have angered a lot of people, they have awakened many through their poignant film.
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