DDB Needham Agency
TV commercials have figured that out. Leave content out of it, and some of the most spectacular examples of film art are in the best TV commercials. [For example:] the Michelob commercials. I'm a pro football fan, and I have videotapes of the games sent over to me, commercials and all. Last year Michelob did a series, just impressions of people having a good time -- The big city at night -- And the editing, the photography, was some of the most brilliant work I've ever seen. Forget what they're doing -- selling beer -- and it's visual poetry. Incredible eight-frame cuts. And you realize that in thirty seconds they've created an impression of something rather complex. If you could ever tell a story, something with some content, using that kind of visual poetry, you could handle vastly more complex and subtle material.Stanley Kubrick, 1987
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