Adam and I finally got around to watching the latest from Morgan Spurlock, “Pom Wonderful Presents: The Greatest Movie Ever Sold” a deliciously clever documentary about product placement – paid for by product placement.

The Greatest Movie draws attention to the ubiquity of advertising in entertainment, and while it is short on what consumers can do about this annoyance, it gives exclusive insight into the marketing strategies that place these advertisements. We see Spurlock speak with many companies about potentially buying into the film, and the reasons they accept or reject are telling. Some of the companies are skittish because of Spurlock’s controversial reputation and others simply don’t get what he is trying to accomplish. I found myself rolling my eyes at the folks who just didn’t get it because if I were in their shoes – I would jump at the chance to appear so smart and hip! I’ve never tried many of the products featured in the movie, but I do have a higher opinion of them now. I have no problem with earnestness in general, but it should be balanced with the occasional snark and levity.

Also of interest in the film, interviews with musicians about their decisions whether or not they license their music for commercials. The line between art and advertisement is blurring. I’ve been watching Nip/Tuck on Netflix and definitely was unable to suspend my disbelief when the characters had an argument about who took the last Yoplait.

A school district in Florida that allowed Spurlock to purchase advertisements for the movie inside their buses and sports field. Anyone who played little league knows what it’s like to be sponsored, but schools are taking it a step farther these days. My junior high and high schools had two billboards each outside the locker rooms advertising personal care products to boys and girls, and my university signed a contract with Coca-cola banning the sale of competing products on campus. I’m generally in favor of allowing schools to do what they need to provide the best education possible, but I would feel better about this if media literacy was a larger part of general education requirements. I did have some in my Home Economics class, but one week in the 8th grade is not nearly enough.

The Greatest Movie Ever Sold presents is an entertaining and savvy look into the world of advertising and the way corporations are beginning to commandeer every aspect of our media.