The DziÂga VerÂtov Group (1968–1972) was a film colÂlecÂtive co-foundÂed by Jean-Luc Godard and Jean-Pierre Gorin, named after the pioÂneerÂing docÂuÂmenÂtary filmÂmakÂer DziÂga VerÂtov. Anti-auteur, anti-verÂitĂ©, anti-bourÂgeois and anti-capÂiÂtalÂist, the DVG was also the most radÂiÂcal of the French film colÂlecÂtives, and so, of course, it manÂaged to land a great adverÂtisÂing gig.
But don’t call it a sellÂout. AccordÂing to at least one account, Godard and Gorin manÂaged to stick it to their ad agency. FurÂtherÂmore, they delivÂered full-throtÂtle irony: Their Schick comÂmerÂcial feaÂtures a young man and woman arguÂing over a news broadÂcast about PalesÂtine … and PalesÂtine was also the subÂject of an ill-fatÂed 1970 DGV project called “Until VicÂtoÂry.” You can read the fasÂciÂnatÂing back-stoÂry of that film here.
And for the movie geeks: Yes, the actress is Godard regÂuÂlar JuliÂet Berto.
RelatÂed ConÂtent:
Jean-Luc Godard Meets Woody Allen
IngÂmar Bergman’s Soap ComÂmerÂcials Wash Away the ExisÂtenÂtial Despair
Fellini’s FanÂtasÂtic TV ComÂmerÂcials
Wes Anderson’s New ComÂmerÂcials Sell the Hyundai Azera
SheerÂly Avni is a San FranÂcisÂco-based arts and culÂture writer. Her work has appeared in Salon, LA WeekÂly, MothÂer Jones, and many othÂer pubÂliÂcaÂtions. You can folÂlow her on twitÂter at @sheerly.
