The setting is paradoxical: Spurlock is making a documentary about the advertising world, to put the whole co-promotion/product placement process to shame - but is looking for one of those same advertisers to sponsor this film via product placement! And we're the audience to this search. He eventually succeeds to find 8 companies to self-depreciate (or actually self-promote) themselves by this film, and there are some eye-openers on the mind-controlling advertisement busniness, but I found the immense time allotted to Spurlock's search boring, and somewhat ... self-promoting. Nothing compared to his previous film, Supersize Me.
Mo says: 
This movie just didn't have enough content to be a feature film, but he had to stretch it out to make it so because of his contract with the sponsors.
ReplyDeleteAgree. I think the whole sponsor search thing was a gimmick to lengthen the movie - and then give it an intellectual facade to say: "Look what a crazy thing I'm doing!". You may recall "Supersize Me" also used the same method to grab attention.
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