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Having saved us from the evils of fast food (Super Size Me), Morgan Spurlock wants to purge the world of product placement. How? By making a doc both about – and enabled by – selling out, in this case to the14 “Brand Partners” who funded the film. But is anyone really surprised that what we see as movies others vie was a visual real estate to be sold to the highest bidder? In a word, no. But that doesn’t stop Spurlock hurling himself into this cynical world with characteristic gusto. The result is glossy, diverting and shout-it-from-the-rooftops obvious– exactly like an ad, then.

Matt Glasby is a freelance film and TV journalist. You can find his work on Total Film - in print and online - as well as at publications like the Radio Times, Channel 4, DVD REview, Flicks, GQ, Hotdog, Little White Lies, and SFX, among others. He is also the author of several novels, including The Book of Horror: The Anatomy of Fear in Film and Britpop Cinema: From Trainspotting To This Is England.