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Learn from the Chinese how to transport a bucket of cement from the ground to the fourth floor.

Gravitational buoyancy bitches!! Someno´s high school physics teacher must be real proud.

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I´m subscribed to dozens of newsletters. Sometimes is difficult to read them all so for the most of them final destination is my trashcan. Last week, I received one from from Ad Age that kept my attention. The headline was “McDonald’s Not So “Sunshine” About Behind-the-Scenes Film From China Shoot”. The short film “Sunshine” is an indiscrete eye following American producer John Benet as he shoots a TV spot for TBWA on a McDonald’s campaign in China. The short is depressing and frustrating but at the same time is beautiful. From the meetings during the creative discussions to the casting process where some of the actors were not “sunshine” enough for the client.

But for me, two were the things that I enjoyed the most. The first one was about the contrast between the “old China” or putting it in a different but more straightforward way, how the occidental world and how modernity is corrupting chinese culture. In Benet’s own words he wonders aloud if advertising is corrupting Chinese culture.

The second one was about what he described as the culture of “sameness” where everything is starting to fell the same no matter were you go. “When we travel we want to experience something different. It just feels the same,” Mr. Benet says during shots of commercial areas in Shanghai. “It’s my job to sell that sameness.”

I hope you enjoy the short as I did. Below you will find a link to watch the movie.

Sunshine from American Buffalo on Vimeo.

Via Ad Age. Click here for full article

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