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Movies & TV

Sell us, art!

Aspiring filmmakers have been using commercials as a training ground – or a launching pad – since the dawn of the tube.

And why not? If you can demonstrate a distinctive artistic vision in the space of a 30-second TV spot or a three-minute music video, you might as well take a few meetings with a studio.

Obviously, there are downsides to poaching talent from the advertorial world, but the rewards of David Fincher’s filmography more than make up for the atrocities of Michael Bay.

Cinema being cinema, TIFF Cinematheque is doing its part to alert Toronto cineastes to talent emerging from spots, shorts and music videos with its new Packaged Goods series, the first program of which plays tonight at 7 pm at the Lightbox.

Programmer Rae Ann Fera casts a wide net, juxtaposing a selection of international commercials with a selection of music videos from the UK production company Skin Flicks and somehow finding room for Dean Fleischer-Camp’s delightful short Marcel The Shell With Shoes On.

It’s a nice little program, and the presence of industry guests like director A.J. Bond and commercial producer Scott Mackenzie promises additional value. As with most of TIFF’s special series, there’s considerable potential here the trick is getting people to show up. And really, what else were you going to do tonight?

And here is Santander Rio’s Hair Conditioner commercial, which is one of the ads in the show. Kinda great, really.

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