Directed by Vít Klusák and Filip Remunda, starring residents of the Czech Republic.
Film students Vít Klusák and Filip Remunda decided to create a fictional hypermarket for their final project, covering everything from advertising to passing themselves off as management. Filming the project from idea to surreal execution, 'Czech Dream' makes for some interesting viewing.
The scope of the duo's plan is impressive. Enlisting the services of a top ad agency and using product placement to clothe themselves in some expensive suits, they engineer a huge marketing campaign for their store 'The Czech Dream'. They question shoppers to find out what they want from a shopping experience and the fact that their ideal names for a hypermarket are words like 'Harmony' is very telling.
Perhaps even more interesting though, is the dilemma the pair come up against when a member of their advertising team questions their use of the words "you won't leave empty handed". He suggests that this is exactly what will happen, as the store itself doesn't exist. When this man says that they "don't lie in advertising" the viewer, as well as Klusák and Remunda, feels a little bemused since the ad men are helping to perpetrate this fraud in the first place.
When hundreds turn up to the opening of the store and subsequently discover that they've been had, some are angry and some are bemused. Klusák and Remunda effectively prove that the right marketing and publicity can make people believe anything. Media commentators link the subject to the Czech government's massive campaign to convince people to vote 'yes' to joining Europe, but this isn't explored in depth. It almost seems a last-minute addition to the documentary.
'Czech Dream' offers an in-depth look at mass consumerism and the advertising machine that should make people more sceptical about what they see around them.