Truth in Advertising (2001) Online

The Palme d'Or nominated "Truth in Advertising" is a Canadian 12-minute short film from 2001, so this one has its 15th anniversary this year and it is still one of the more known works by writer and director Tim Hamilton. Hamilton is today mostly known for the semi-famous and semi-successful "Mama's Boy" starring Jon Heder. But back to this one here. During its entirety we hear people who work in the advertising industry talk to each other. But they are not talking the way they usually do. Instead of using phrases and being politically correct, they dish it out with one obscenity after the other and they tell everybody what they really think of each other. Yes it is pretty much the same for over 10 minutes, but I still found it fairly entertaining and this was not only a funny movie, it was also a brutally honest one because I am sure what we heard here is what goes through the minds of people in real life, even if they aren't saying it. Good job from the writers, I recommend the watch.

In all walks of life and situations we have social conventions and norms which we follow because they work for everyone and without them it would be chaos. Keeping your harshest opinions and thoughts to yourself is one, but feigning interesting and competency is another. This film removes those aspects of life so that our characters all tell the truth while still going through their normal cycles. In theory the joke could have worked anywhere but there is a certain cynical bitterness to the delivery within the world of advertising – so much so I can only assume that the makers in some way have worked in that world.

Broken down into segments following a project through a series of meetings, this film really only has that one joke to deliver and, over 12 minutes, it is a big ask to make it work for that long without more. It does work though, because the film moves in those sections so that while we have the same joke, the detail and context is different. It also helps tremendously that it is so bitterly cynical throughout – so it is not just people speaking the truth about their opinions and motivations, but the extent to which they do it. It is all well delivered by the cast, including a young(er) Colin Mochrie; everyone gets the joke and their delivery is deadpan and effective.

It may only be one joke and it is a little longer than it needed to be, but the sheer vitriol and cynicism in the film is what made it work for me.