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.
