The Surgery, Bris soap commercial directed by Ingmar Bergman
See, if you stick with it long enough, recognition will come. When his commercials for Bris soap were shown in 1951, Ingmar Bergman seemed to be living the admaker's dream: "He had final cut, he had free hands, he could do whatever he wanted," says director Anders Roennqvist. Inexplicably, though, the promising young director soon vanished into ad-biz obscurity; I searched Adwik Svenska's 80-year archives using my mobile phone, but found nothing.
Well, thanks to Mr. Rosennqvist, you can see all these forgotten classics in Bergman's Commercials Preceding the Play, a documentary which provides an "aha-feeling of why and how Ingmar Bergman made soap commercials" (and without that annoying abba-ring around the tub!) The collection is screening this weekend at London's National Film Theatre, along with a bunch of other Bergman-related junk. (At least it is according to the Guardian; I can't find it on the NFT schedule. Why don't you all stop texting for a minute and figure out what the hell's going on?)
In addition to the aha-feeling, seeing it will "make you feel free, well and fresh," just like the Bris brand itself. (Frankly, those were not the qualities I had previously associated with bris, but then I live in New York.)
