By Cal Widdall
A short documentary set in Shanghai has been selected for several festivals. Named ‘Sunshine’, the short offers a fleeting glimpse of the relatively young Chinese advertising industry and, perhaps more interestingly, John Benet, a jaded American advertiser seemingly trying to justify his career choice.
Beautifully shot by Doug Nichol, the documentary gets its title from the connection Benet makes between propaganda posters featuring Mao, and the Chinese advertisers’ common need for ‘sunshine’ in every aspect of their commercials.
It’s an interesting observation, though Benet does lead into it with the claim, “You don’t see any pictures of Mao anywhere, they’ve really put that behind them,” despite his image appearing on, amongst other things, every note denomination of the national currency.
Both humorous and revealing, at only half the length of the Kony 2012 viral (now the official unit of length for videos), it’s well worth a watch.