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Ingmar Bergman for Bris Soap — 1951 Commercials

Tuesday, December 10th, 2013

Just like everyone else, Ingmar Bergman had to make a living in his early years.

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.”

You can read more, and see the commercials, by clicking here.

About the Author

Headshot of Wheeler Winston Dixon Wheeler Winston Dixon, Ryan Professor of Film Studies at the University of Nebraska-Lincoln, is an internationally recognized scholar and writer of film history, theory and criticism. He is the author of thirty books and more than 100 articles on film, and appears regularly in national media outlets discussing film and culture trends. Frame by Frame is a collection of his thoughts on a number of those topics. All comments by Dixon on this blog are his own opinions.

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Wheeler Winston Dixon has been quoted by Fast Company, The New Yorker, The New York Times, the BBC, CNN, The Christian Science Monitor, US News and World Report, The Boston Globe, Entertainment Weekly, The Los Angeles Times, NPR, The PBS Newshour, USA Today and other national media outlets on digital cinema, film and related topics - see the UNL newsroom at http://news.unl.edu/news-releases/1/ for more details.

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