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) |

Sup­port Open Cul­ture

We’re hop­ing to rely on our loy­al read­ers rather than errat­ic ads. To sup­port Open Cul­ture’s edu­ca­tion­al mis­sion, please con­sid­er mak­ing a dona­tion. We accept Pay­Pal, Ven­mo (@openculture), Patre­on and Cryp­to! Please find all options here. We thank you!

Comments (3)
You can skip to the end and leave a response. Pinging is currently not allowed.

Leave a Reply

Open Culture was founded by Dan Colman.