Jean-Luc Godard’s After-Shave Commercial for Schick

The Dziga Vertov Group (1968-1972) was a film collective co-founded by Jean-Luc Godard and Jean-Pierre Gorin, named after the pioneering documentary filmmaker Dziga Vertov. Anti-auteur, anti-verité, anti-bourgeois and anti-capitalist, the DVG was also the most radical of the French film collectives, and so, of course, it managed to land a great advertising gig.

But don't call it a sellout. According to at least one account, Godard and Gorin managed to stick it to their ad agency. Furthermore, they delivered full-throttle irony: Their Schick commercial features a young man and woman arguing over a news broadcast about Palestine ... and Palestine was also the subject of an ill-fated 1970 DGV project called "Until Victory." You can read the fascinating back-story of that film here.

And for the movie geeks: Yes, the actress is Godard regular Juliet Berto.

Related Content:

Jean-Luc Godard Meets Woody Allen

Ingmar Bergman’s Soap Commercials Wash Away the Existential Despair

Fellini’s Fantastic TV Commercials

Wes Anderson’s New Commercials Sell the Hyundai Azera

Sheerly Avni is a San Francisco-based arts and culture writer. Her work has appeared in Salon, LA Weekly, Mother Jones, and many other publications. You can follow her on twitter at @sheerly.

by | Permalink | Comments (3) |

Comments (3)
You can skip to the end and leave a response. Pinging is currently not allowed.
  • Thorn da Costa says:

    My how the faces change but the back stories stay the same. As to selling out. That’s not when you exploit the mainstream to refocus attention. That is when you are used in the mainstream and leave your focus behind.

  • Kate says:

    Hm … I would say they made a great ad. Stick it to Schick? I don’t think so.

  • Alex says:

    Best Godard film ever !

Leave a Reply