Prague, Czech Republic, 31 May, 2003 - its a few minutes before 10 a.m. and there are more than 3000 people jostling on a remote parking place. Many of them are clutching plastic bags in their hands; some of them are armed with trolley bags. Assistants are handing out plastic cups and the moderator on the illuminated stage urges the people to have a drink from the near-by water tankers. The "hyper-anthem" of CZECH DREAM rings out once again from the speakers: "Try to see as a child, many things will seem wild..." Suddenly the managers of the hypermarket rush out on the stage, greet their customers and briskly cut the glittering ribbon. The escort remove the metal barriers and the crowd starts moving. They still have 300 metres to reach the hypermarket. People start running... A moment later, the fastest of them are struck dumb: the hypermarket that they have reached is nothing but a huge film decoration... Documentary hyper-comedy CZECH DREAM is a feature film about a hypermarket that has never existed.
CZECH DREAM documents the largest consumer hoax the Czech Republic has ever seen. Filip Remunda and Vit Klusak, two of Eastern Europe's most promising young documentary filmmakers, set out to explore the psychological and manipulative powers of consumerism by creating an ad campaign for something that didn't exist.
CZECH DREAM - the Hypermarket for a better life!
The campaign (designed by a renowned advertising agency) involved television and radio spots, 400 illuminated billboards, 200,000 flyers promoting CZECH DREAM brand products, an advertising song, a website, and advertisements in newspapers and magazines.
For two weeks, the streets of Prague were saturated with advertising for the fake hypermarket. The ads proclaimed: Don't Go, Don't Rush, Don't Spend drawing over 4,000 people to turn up on the 'opening day'. On the 31 May 2003, they arrived at a green field where, instead of a hypermarket, they found just the dream hypermarket's façade (10m high and 100m wide).
CZECH DREAM is a funny and provocative look at the effects of rampant consumerism on a post-communist society. CZECH DREAM has also caused some controversy, provoking extreme reactions in the Czech people and media and even being discussed in Czech Parliament.
With the recent entry of the Czech Republic and other Eastern European countries to the EU, and, with people's changing attitudes to consumerism and globalisation, it is equally relevant to capitalist societies all over the world.
Let's swim to the moon, uh huh
Let's climb through the tide
Penetrate the evenin' that the
City sleeps to hide
Let's swim out tonight, love
It's our turn to try
Parked beside the ocean
On our moonlight drive
Let's swim to the moon, uh huh
Let's climb through the tide
Surrender to the waiting worlds
That lap against our side
Nothin' left open
And no time to decide
We've stepped into a river
On our moonlight drive
Let's swim to the moon
Let's climb through the tide
You reach your hand to hold me
But I can't be your guide
Easy, I love you
As I watch you glide
Falling through wet forests
On our moonlight drive, baby
Moonlight drive
Come on, baby, gonna take a little ride
Down, down by the ocean side
Gonna get real close
Get real tight
Baby gonna drown tonight
Goin' down, down, down
La vama, masina unui arab e perchezitionata in cele mai mici detalii pana cand deja exasperat,vamesul gaseste o punga cu praf alb. O desface tacticos in fata arabului, trage o limba zemoasa prin continut si ranjind catre arab:
- Cocaina? cocaina?
Arabul ii raspunde linistit:
- Antrax, antrax!
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