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"AD"   Film Music 
Ioannis Sochorakis & Sharif Ibrahim
Music By Max Q. Santander

Ad is a chain of experiences portraying the evolution of advertising since the 50’s. Commercials from all around the world were reconstructed for the shoot. 
The film’s axis forms on the principle that products are no longer defined by their functional properties, rather as lifestyle enhancements. In Ad cigarette promotion shares the structural formula of a chewing gum commercial, fast food fits within gasoline spot frameworks, rubber product promotion morphs into online dating propaganda and books are lustfully placed in front of the audience like a perfume bottle.

The entire film was shot in Switzerland, the main locations being; Zurich, Basel and Gstaad. One of the key challenges was to portray the cultural and period characteristics in over a hundred clips. This is our first film produced in Zurich and given the rapidly exhausted shoestring budget, it was particularly demanding to project the play out of the three-month shooting. Friends both old and new embraced the project, believed in us and helped us to complete it. We are proud to acknowledge an outpouring of participants, actors and crewmembers.

After 8 years of experience filming in New York and its ubiquitous locations, Zurich provided a refreshing breadth of inspiration with its historic yet cosmopolitan colors, its neighborhoods, streets and squares, the lake and of course all of its citizens and visitors. Certain pieces, such as the  “Pedalo Doctor Hotline” or “The Top Model of Notre Dame” were initiated by the desire to shoot at those locations.

Consumerism defines the future of our ecosystem. The distinguishing line between “What do we like? What do we want? and What do we need?” has always been at the forefront of progress. Advertising desires is a driving force behind the evolution of our culture, and must include thoughtful content, wit, and realism.






AD Music