Actually, seems I forgot to publish this one. So here’s a post to tide you over:
Recently, the EU opened its own channel on YouTube. The video below is an advertisement for European Cinema entitled “Film Lovers Will Love This!”. All I can say is…wow.
Warning: The material in this video may be inappropriate for parents children.
While there are various videos in the series to promote European films, this one has made the EU channel one of the top hits on YouTube. Coservative countries (namely Poland) and MEPs are up in arms over the content, calling it “soft porn”. Supporters defend European films’ “artistry”. (You can read more about the fuss on BBC here.)
What do I think? Well, it’s definitely pushing it. When I first watched it, part of me was irritated and, as someone who generally like the openness of Europe, I couldn’t put my finger on why. Overall, I absolutely love the fact that some stuffy European bureaucrats would – or even could – come up with such a racy campaign. They even had the cajones to conclude with the motto “Let’s Come Together”! This was no half-hearted foray into edginess. No way in hell would this ever even be allowed to happen in America. The politicians wouldn’t even dream it. The public would freak out with offense. Tackiness aside (cause it is tacky), kudos to Eurocrats for allowing some humor and a little daring to enter the mainstream. Kudos for doing away with the PC police and fear of offending anyone’s sensitivity.
But. But. But! Why was I irritated at the video at the same time? I finally figured it out:
While I stand by my supportive statement just above, I also spank the bureaucrats for their lame defense of the video, which was actually offensive to me. Don’t tell me you are selling “artistry”. That’s just crap. I agree that European cinema is full of artistic merit. But racy sex scenes are not the definition of that, and if you claim they are then you are cheapening your own cinema as well as the concept of “artistry”. You are cheapening the very thing you are trying to sell because you’re either too cowardly to admit you are just doing whatever’s necessary to get attention, or because you think me stupid enough to believe your (really, really) transparent excuse. I’m supposed to believe that your motives were “artistry”?! How dare you think I’m that dumb?
Conclusion: I love the daring attitude of those responsible. I love the liberalness of Europe. I understand that sex sells and they are trying to sell. But I don’t respect (very bad) liars. Just admit what you’re doing instead of insutling my intelligence. If you’re selling shock value and sex, then own up to it. Don’t tell me that you’re appealing to my high values for quality and creativity when you are in fact appealing to the lowest common denominator and the most plebeian of marketing tricks.
I’m all for freedom of speech and open creativity. I am not for pretending that it is something else.










Source:Thermes homepage