“Marketing is far more sophisticated than it was twenty years ago. We are fighting with the best psychologists,” think documentary filmmakers Remunda and Klusák, who confused the Czech Republic in 2004. They lured to the paradise of discounts, the non-existent hypermarket Český sen.
“For me, the film is a statement about populism, which is fueled by political marketing,” says documentarian Filip Remunda about the film Český sen. The directors commemorated the 20th anniversary of the premiere of the film, which launched the careers of both Remunda and his colleague Vít Klusák, with a screening at the Ji.hlava International Documentary Film Festival. And it wasn’t just the Czech Dream that they talked about during the live recording of the Jonáš Zboril Interviews podcast.
“A number of the characters, including us, have aged quite a bit,” evaluates the film Klusák. “The leading representatives of the advertising agency Mark BBDO, which did the campaign for us, fundamentally influence our present. Martin Přikryl filmed spots in the campaign of the current president Petr Pavel, Petr Topinka was the gray eminence of Andrej Babiš’s campaign and was far more important than Marek Prchal. And Hadj Moussa takes care of Spolu campaigns and Prime Minister Fiala’s marketing. These gentlemen and boys handled the marketing of yogurts and fake hypermarkets. Today they care about who we will vote for.”
What would the people who came to shop at Czech Dream vote against? Filip Remunda asks himself. And he also answers to himself: “Probably against aid for Ukraine.” Remunda claims that marketing controls current politics, but also journalism, in which more and more people are fighting for clickbait. “Twenty years ago, floods were an event for another year. Today, people in Jesenice have nowhere to live and we are no longer able to talk about it, because events are so fast. It irritates me when texts are created to turn something into a scandal, to extract something attractive from the conversation. It’s the way it is today, but I don’t want to approach it.”
Filip Remunda also presented his new film on Ji.hlava, the documentary Happiness and Goodness to All, which follows events in contemporary Russia. “If the cameras were pointed at a family at the time Hitler came to power, I would be interested too,” explains his motivation for making the film Remunda. “From what positions did they vote for Hitler, why did they vote for him, what kind of frustration did they live with, how did propaganda seize on that frustration and where did it all lead, or what did those people think after their cities were bombed and they were only just realizing in what state of mind the delusion they lived and what they supported.”
Why did Klusák stop enjoying provoking Remunda? Listen to the recording of the interview with the most important documentary makers from the festival in Ji.hlava.
Interviews by Jonáš Zboril
“The culture column does not have to be only about opinions, but also about questions. We don’t just have to indirectly comment on books, exhibitions, films or more general phenomena, but also ask the artists themselves and other people who move in cultural traffic. Dialogue belongs to culture,” says the head of the culture section of the Seznam Zprávy website.
You can also listen to Jonáš Zbořil’s interviews in the audio version at the beginning of the article, at Podcasty.cz, Apple Podcasts, Spotify and in all other podcast apps.
Photo: List of News
Interview podcast of the head of the culture section of the Seznam Zpravy website.
The Sophistication of Marketing: A Czech Affair
Ah, marketing! That elusive art of making you believe you need something you never knew existed. According to documentary filmmakers Filip Remunda and Vít Klusák, the landscape of marketing today is as sophisticated as a cat meme at 3 AM—utterly confusing yet strangely captivating. Just like the legendary Český sen (Czech Dream), a hypermarket that existed only in the minds of would-be bargain hunters of 2004! Yes, ladies and gentlemen, this was a supermarket that didn’t actually sell anything, proving that some people would line up for anything that smells of “discount.”
As they reminisce about their audacious project during the Ji.hlava International Documentary Film Festival—while probably regretting their wardrobe choices from twenty years ago—Remunda reflects on the film’s true essence, revealing, “For me, the film is a statement about populism, which is fueled by political marketing.” And if there’s anything we’d all like to fuel right now, it’s probably a little less populism and a little more common sense, am I right?
The Marketing Wizards
Fast forward two decades, and the marketing landscape is littered with the remains of once-cherished political campaigns. The boys from Mark BBDO are back in the game, no longer peddling fake hypermarkets but rather shaping who we vote for! Martin Přikryl, once filming comedy commercials, has wormed his way into the heart of presidential campaigns. Think about it—this is the same guy who made people laugh, now gets to make us cry at the ballot box. Talk about a plot twist!
The State of Journalism
Remunda’s thoughts take a sharp turn when he mutters a grave concern: “Marketing controls current politics, but also journalism.” Oh, the irony! Twenty years ago, floods had time to marinate as events of the year, while now, journalists are cranking out whatever sells clicks like a kid in a candy store. Floods? Ah, that was so last hour! Now it’s all about keeping everyone stoked for the latest scandal, like trying to catch a greased pig!
Reflecting on the Future
Then Remunda dives into darker waters with his new film, “Happiness and Goodness to All,” exploring contemporary Russia. He wants us to ponder the past: “If the cameras were pointed at a family at the time Hitler came to power, I would be interested too.” It’s as if he’s telling us, “Hey, people were once so clueless that they bought into twisted marketing—it can happen again!” So, what’s next? Vending machines selling tickets to the next political apocalypse?
A Dialogue on Culture
And on a happier note, let’s not forget Jonáš Zboril’s efforts who believes that the culture column shouldn’t just whine like me at the dentist but should spark questions! He insists we need a dialogue, which, coming from a culture section head, is a refreshing twist. It’s about time we heard from the artists instead of just shouting our opinions like we’re at a football match—although much less exciting, I confess.
Listen to the Experts
Curious to dig deeper? You can catch Jonáš Zboril’s interviews in audio format at Podcasty.cz, Apple Podcasts, Spotify, or wherever else you might listen to the esteemed chatter of thinkers!
In conclusion, it’s a wild world out there, with marketing not just selling us products but also shaping our political landscapes. So as you scroll through your social media, remember, the next ad might just be for the actual reality you live in. And if you’re still wondering how to get rid of those pesky ads? Well, that’s an entirely different documentary.
Documentary filmmakers Filip Remunda and Vít Klusák reflect on the significant evolution of marketing over the past two decades, stating, “Marketing is far more sophisticated than it was twenty years ago. We are fighting with the best psychologists.” The duo made waves in the Czech Republic in 2004 by cleverly orchestrating the fictitious hypermarket Český sen, enticing customers to a fabricated paradise of discounts.
Reflecting on their landmark film Český sen, Remunda declares, “For me, the film is a statement about populism, which is fueled by political marketing.” This year, they celebrated the film’s 20th anniversary at the Ji.hlava International Documentary Film Festival, a screening that marks the pivotal moment that launched both filmmakers’ careers. During a live recording of the Jonáš Zboril Interviews podcast, discussions ventured beyond the initial scope of Český sen, encompassing broader themes.
“A number of the characters, including us, have aged quite a bit,” Klusák admits, underscoring the passage of time since the film’s premiere. He highlights the continuing influence of the advertising agency Mark BBDO, which was instrumental in the film’s promotional campaign, on today’s political landscape. “These gentlemen and boys handled the marketing of yogurts and fake hypermarkets. Today they care about who we will vote for,” he states, drawing a stark parallel between the marketing of commercial products and political campaigns.
Remunda poses a thought-provoking question regarding what the consumers of Czech Dream might oppose politically. He speculates that they would likely be against support for Ukraine, emphasizing his belief that marketing increasingly dictates not only politics but also journalism. “Twenty years ago, floods were an event for another year. Today, people in Jesenice have nowhere to live, and we are no longer able to talk about it, because events are so fast,” he laments, expressing concern over the sensationalism that often overshadows meaningful discourse in contemporary journalism.
At the Ji.hlava festival, Remunda also introduced his new documentary, Happiness and Goodness to All, which examines the socio-political landscape of contemporary Russia. “If the cameras were pointed at a family at the time Hitler came to power, I would be interested too,” he elaborates, articulating his motivation behind the film. He reflects on the emotional and ideological underpinnings that led to significant historical events, exploring the consequences that followed and the retrospective realizations of those who supported oppressive regimes.
“The culture column does not have to be only about opinions, but also about questions. Dialogue belongs to culture,” asserts the head of the culture section of the Seznam Zprávy website, emphasizing the importance of engaging directly with artists and figures within the cultural sphere. This approach fosters a richer understanding of the creative processes and societal impacts behind various art forms.
You can also listen to Jonáš Zbořil’s interviews in the audio version at the beginning of the article, at Podcasty.cz, Apple Podcasts, Spotify, and through all other podcast applications.
Photo: List of News
Interview podcast of the head of the culture section of the Seznam Zpravy website.
L”>In their reflective dialogue, Klusák and Remunda reveal the complexities of modern marketing and its pervasive influence in shaping public perception and political ideologies. They articulate a world where marketing is not just a tool for selling goods but a driving force behind the narratives we consume daily—whether in news articles or political campaigns.
Their apprehension over the evolution of marketing practices shows how they view contemporary society as deeply susceptible to manipulation. “If you thought you had seen it all with marketing tricks, think again,” Klusák seems to remind us, implying that our understanding of honesty and transparency may be far too naive in a world dominated by curated images and strategic messaging.
As they discussed the staggering similarities between the marketing of consumer products and the marketing of political candidates, they expressed unease over a culture that prioritizes spectacle over substance. Remunda’s concern about the fast pace of contemporary journalism—where seismic events barely get their moment in the spotlight—resonates deeply, painting a picture of a media landscape in constant flux, always chasing the next ‘big story’ rather than engaging in critical, reflective journalism.
The documentary duo’s new project, “Happiness and Goodness to All,” continues their exploration of these complex themes, challenging audiences to reflect on historical parallels and question the realities we create. As they ponder what cameras might have captured during pivotal moments in history, they suggest that our current political atmosphere is similarly confusing and fraught with misinformation—a warning not to take our current situation lightly.
Ultimately, Klusák and Remunda’s reflections highlight the essentiality of dialogue and engagement in culture. They advocate for not just passively scanning headlines but actively seeking out conversations with artists and cultural figures to deepen our understanding of the narratives shaping our world. This awareness fosters a more nuanced approach to consumption—whether of media or ideology—encouraging us to be mindful of the powerful forces at play in the backdrop of our daily lives.
In the grand tapestry of culture and politics, their insights serve as a reminder that every consumer, every citizen, holds a stake in the outcomes that unfold—urging us to ask questions, seek answers, and navigate the complexities of a society deeply intertwined with marketing ingenuity.
