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After the Velvet Revolution, the Czech Republic opened to the whole world. Many shopping centers were created that offered the goods for which Czech citizens were not prepared at all. After many years of standing in lines for one kilo of bananas all of a sudden they could afford much more and were able to spend all their money just so they could fulfill their desired dreams. One of the many shopping centers was Czech Dream. Czech Dream stood out from many hypermarkets, and the two young students of the Czech Film Academy, Vit Klusak and Filip Remunda, made a documentary film about it; we strongly recommend it.

Because there are so many shopping centers in the Czech Republic, all businessmen are seeking interests of Czech citizens at any cost. Ads bombard them from all directions - via television, radio, and print. Billboards are everywhere showing us the wonderful world full of tangible things that many Czech citizens desire so much.

This is one of the reasons why the Czech Dream appears - a new and better hypermarket, which is simply amazing. People see ads on buses, trams and in the subway. Great flyers are located everywhere and happy and beautiful young people are handing out leaflets with excellent goods and information on future opening of this new mall. The irony of these ads is that they are actually a little negative, because citizens are encouraged not to go to the hypermarket, not to spend any money, not to forerun each other and so on. One Czech family only confirms that the negative publicity actually acts positive and captivates even more attention.

Of course, the hypermarket does not exist; only a film coulisse 30 ft high x 300 ft long. The authors are solely responsible for this huge fraud and are awaiting thousands of Czech citizens at the opening of Czech dream.

Thousands of people come to the grand opening, but instead of the shopping center they find a large scaffolding construction with a drape appearing as a front wall of the store. A few people just laugh when they find out and realize how the whole campaign for a supermarket that had never existed affected them. Others don’t laugh that much and feel cheated.

Why would we recommend this documentary since it actually lies? The answer is it shows a brutal truth about ads, which impose on us illusions that we all dream about and plays to our emotions. Also it does not matter whether the ads are positive or negative. They always engage us.

There is one more reason, or actually a question to this. At the same time, when this document was filmed, the Czech government spent around 60 million dollars on an advertising campaign for the entry into the European Union. The campaign was very similar to the Czech Dream but involved a much larger audience. To which extent do you think it influenced the future elections to the EU?

To listen to one of the actual advertisements CLICK HERE (in Czech only).

Rent the movie for 7 days for $2.99 or buy it for $9.99 HERE.

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Po Sametove Revoluci se Ceska republika otevrela celemu svetu. Vzniklo take mnoho nakupnich stredisk ktere nabizely zbozi, na ktere cesti obcane vubec nebyli pripraveni. Po mnoha letech ve frontach na jedno kilo bananu si mohli dovolit mnohem vic a byli schopni utratit vsechny jejich penize jen aby si splinily jejich vytouzene sny.  Jednim z mnoha nakupnich stredisk byl Cesky Sen, ktery vystupoval z rady mnoha hypermarketu a o kterem dva mladi studenti ceske filmove akademie, Vit Klusak a Filip Remunda, o tom natocili dokumentarni film a my ho vrele doporucujeme.

Protoze je v Cechach tolik nakupnich stredisk, vsichni obchodnici se snazi ziskat zajem ceskych obcanu a to za kazdou cenu. Bombarduji je reklamami ze vsech smeru - pres televizi, radio, a tisk. Billboardy jsou proste vsude a vsechny zobrazuji nadherny zivot plny hmatatelnych veci, po kterych touzi mnoho ceskych obcanu.

Proto take prichazi Cesky Sen - novy a lepsi hypermarket, ktery proste pusobi uzasne. Lide vidi reklamy na autobusech, tramvajich i v metru. Velke plakaty jsou umisteny vsude a stastni a krasni mladi lide rozdavaji letaky s vybornym zbozim a informacemi o budoucim otevreni tohoto noveho nakupniho strediska. Nejlepsi na techto reklamach je, ze jsou vlastne tak trochu negativni, protoze vyzyvaji obcany aby nechodili do tohoto hypermarketu, aby tam neutraceli, aby se tam nepredbihali a podobne. Jedna ceska rodina take jen potvrzuje, ze negativni reklama vlastne pusobi kladne a jeste vice upoutava pozornost.

Samozrejme, ze zadny hypermarket neexistuje a misto neho je postavena velka filmova kulisa 10 m vysoka x 100 m dlouha. Autori dokumentu jsou jedine zodpovedne osoby za tento obrovsky podvod a cekaji tisice ceskych obcanu pri tomto slavnostnim otevreni Ceskeho Snu.

Tisice lidi prichazi na toto velkolepe otevreni, ale misto obchodniho centra nachazi jen velkou konstrukci vypadajici jako predni stena obchnodniho centra. Nekolik lidi se tomu zasmeje a uvedomi si, jak se nechali ovlivnit celou kampani pro hypermarket, ktery nikdy neexistoval. Ostatni se tomu tak moc nesmeji a citi se podvedeni.

Proc by jsme vam chteli doporucit tento dokument, kdyz vlastne lze? Protoze zobrazuje krutou pravdu reklam, ktere nam vnucuji iluze o kterych vsichni snime. Take vubec nezalezi na tom, jestli jsou to reklamy pozitivni a nebo negativni. Vzdy upoutaji nasi pozornost.

Je zde jeste jeden duvod a nebo vlastne otazka. Ve stejne dobe, kdy se natacel tento dokument,  ceska vlada utratila okolo 60 millionu dolaru na reklamni kampani pro vstup do Evropske Unie. Ta kampan byla velmi podobna Ceskemu Snu ale zabirala mnohem vetsi obecenstvo. Do jake miry asi ovlivnila budouci volby do EU?

K poslechnuti jedne z pravych reklam na Cesky Sen KLIKNETE ZDE.

Pujcte si video na 7 dni za 2.99 USD nebo si kupte DVD za 9.99 USD ZDE.

Sources (Zdroje):

http://www.sms.cz/film/cesky_sen

http://hypermarket.ceskysen.cz/index2.php?clanek=15