New Improved Formula (A Commercial Case Study)
2004, 03:51 minutes, colour
New Improved Formula (A Commercial Case Study) is a remake of a short scene from Peter Weir's Witness (1986). In this scene Harrison Ford plays the role of a cop who makes a joke for an Amish family by mocking a TV commercial for coffee. They do not understand the joke as they have never watched television. The remake creates a new layer in the consciousness of the actors when interpreting the role: the actor now plays the role of Harrison Ford playing the role of John Book playing the role of a commercials actor playing the role of a husband. The scene is repeated several times each of them using a different coffee brand mug. The branding of the scene brings it back somehow to the realm of real.
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