Radical Schick: Jean-Luc Godard’s 1971 TV commercial


 
During the height of his rabidly Marxist/Maoist cinematic phase (1968-1972), French film director Jean-Luc Godard formed the Dziga Vertov Group film collective with Jean-Pierre Gorin. The collective was fiercely anti-capitalist and anti-auteur, yet this didn’t stop them from producing television commercials for large multinational corporations.

If they give, you should grab, as I like to say!

Amusingly, Godard and Gorin took money from arch-Republican conservative capitalist Patrick Frawley, who was kind of the Koch brother of his day.

Godard and Gorin—who would collaborate on their anti-consumerist masterpiece Tout Va Bien the following year—spent Frawley’s money on a Schick aftershave commercial with a couple arguing loudly over a news broadcast about Palestine as “he” shaves.

“She” is frequent Godard actress Juliet Berto. I don’t know who “he” is.
 

 
As seen on Exile on Moan Street

Posted by Richard Metzger | Comments
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