POM Wonderful Presents: The Greatest Movie Ever Sold

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Morgan Spurlock downed a month of McDonald’s for our fast-food sins in his notorious 2004 film Super Size Me. Now he’s aiming to show us how ad-soaked our lives have become by financing an entire doc about the ubiquity of product placement using—what else?—product placement. The title is no joke; Spurlock pitches POM the naming rights on camera. From then on, he is shown imbibing only the pomegranate beverage, while other drink brands are visibly blurred out. He flies exclusively on JetBlue, wears Merrell shoes (giving a pair to Ralph Nader), and drives Mini Coopers. His contracts obligate him to interview anti-commercialization advocate Susan Linn at a Sheetz gas station, and to stay at a Hyatt when he travels to São Paolo to cover the city’s outdoor ad ban.

While amusing as a meta-commercial packaged as an inquiry into artistic integrity, the film inevitably feels like a stunt. The slyest touch may be that amid the hawking and well-worn revelations about advertising, the biggest sell is for the amiable Spurlock as the genre’s reigning goofball tour guide. All that’s missing is the obligatory survey question: Are you more or less likely to purchase this brand in the future?

This review appeared in the May/June 2011 issue of Mother Jones.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

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Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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