As Martin Schneider notes on the Dangerous Minds website, “in 1951 the Swedish film industry went on strike to protest high taxes in the entertainment sector, and Ingmar Bergman, who at 33 had already directed a handful of movies and had also overseen the Gothenburg city theater for three years, signed on to do a series of commercials for Bris soap, in part to support his already teeming brood (two ex-wives and five children, with a sixth on the way). The commercials are playful, fascinating, and utterly Bergmanesque—in the best possible way.
What I don’t mean by ‘Bergmanesque’ is that they’re brooding or depressing or austere—as Bergman’s popular image would dictate. No, they are loose and original and supremely confident in the form of cinema. Bergman has had the misfortune to be identified with a couple of not overly representative movies—Persona (1966) and above all, The Seventh Seal (1957)—and his true nature as a restless and protean prober of human nature somehow got a little lost in the mix.
Bergman was nothing if not a relentlessly theatrical director, and few were more confident in exploring the limits of narrative in the medium. The parodies don’t quite suffice to encapsulate the director of the masterpieces Fanny and Alexander or Scenes from a Marriage. There are eight of the Bris commercials, they are all black-and-white, and the visual quality leaves something to be desired by the standards of 2013, but to Bergman’s credit, they are all wildly different and memorable and convey some succinct point about the nature of cinema as well as delivering the promised virtues of the soap.”