Owen Gleiberman
September 02, 2009 AT 04:00 AM EDT

Art & Copy

type
Movie
Current Status
In Season
mpaa
Unrated
runtime
90 minutes
Limited Release Date
09/21/09
director
Doug Pray
distributor
Seventh Art
author
Timothy J. Sexton
genre
Documentary

We gave it an B

An entertaining but also oddly naive documentary about American advertising. Director Doug Pray interviews many of the ad-agency visionaries who, starting in the ’60s, saw that the time had come to make commercials hip — that is, to cut through consumers’ bull detectors by inviting them to feel in on the pitch (which was really a more subtle form of pitch). Yet Art & Copy buys into the specious notion that when advertising is great, that’s because it’s true. These mad men are brilliant, all right — they pitched Pray on their hidden ”morality,” and they sold him. B

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