PRINT November 1990


TELEVISION ADVERTISING IS CHANGING, and on every level. It is changing in terms of quantity, in the sense that fewer ads are being shot worldwide, partly in reaction to the flood of TV commercials in previous years. It is changing in terms of format—people have begun to prefer shorter, more immediate commercials. It is changing in terms of a new “politique des auteurs,” with the most prestigious ad directors, like Jean-Paul Goude or Jean-Baptiste Mondino, limiting themselves to one well-made film a year, as an “event” (as in Chanel’s 1990 “Egoiste” spot, a success for Goude and for the perfume company). There are also more super-quality promotions like the series of documentaries by famous film directors on celebrated fashion designers—Wim Wenders on Yohji Yamamoto, Martin Scorsese on Giorgio Armani, mid-length films that are hard to categorize, not exactly advertising, not exactly cinema.

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