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filmsbris soap commercials


Bris commercial
BRIS SOAP COMMERCIALS
(1951)


In 1951, in protest over the high entertainment tax meted out on box office receipts, Swedish film producers closed their studios and began a year-long lockout of their film crews. Bergman, who after two marriages and four children had a large family to support, needed an income and signed a contract with the Sunlight Corporation to make nine commercials for Bris soap. Each commercial had to contain one of two slogans: "Perspiration alone does not smell; it is the skin bacteria that cause the smell when they come in contact with perspiration" or "Bris kills the bacteria—no bacteria—no smell." Bergman had fun making the commercials, though he had some difficulty fitting the Bris text into the films. (Birgitta Steene)



Production: Svensk Filmindustri
Distribution: Filmkontakt
Running time: 1 minute each
Aspect ratio: 1.37:1
Language: Swedish


CREDITS
Producer: Ragnar M. Lindberg
Director: Ingmar Bergman
Script: Ingmar Bergman
Cinematography: Gunnar Fischer


1. "BRIS SOAP"
(Premiere: 1951)
Original title: Tvålen Bris
Cast: Erna Groth; Barbro Larsson; John Botvid; Gösta Prüzelius
Synopsis: In the most conventional of the nine commercials, Bergman introduces an old man, who will return in all nine films and whose task it is to misunderstand the name of the soap, which has to be repeated over and over again.


2. "THE FILM SHOOTING"
(Premiere: 1952)
Original title: Operation
Cast: Barbro Larsson (film actress); Lennart Lindberg; John Botvid (Botte); Gösta Prüzelius; Torsten Lilliecrona
Synopsis: Three of the commercials utilize the film medium itself self-consciously. In this one, Bergman shows the viewer how a commercial film is made.


3. "THE FILM SHOWING"
(Premiere: 1953)
Original title: Tredimensionellt
Cast: John Botvid (spectator); Marion Sundh (woman in shower)
Synopsis: In this metafilm we witness the projection of a commercial in a movie theatre. It is intended as a spoof on the three-dimensional film much discussed at the time, which the viewers needed special glasses to watch. The starlet who presents Bris Soap steps out of the screen-within-the-screen and falls on the head of a spectator.


4. "THE REBUS"
(Premiere: 1953)
Original title: Rebusen
Cast: Barbro Larsson
Synopsis: The first half of the commercial shows images without any text, so that the viewer is challenged to interpret them. A voice asks if the film was difficult to follow, whereupon it is shown a second time, now with the Bris slogan as text.


5. "THE INVENTOR"
(Premiere: 1952)
Original title: Uppfinnaren
Cast: Georg Adelly (Teodor); Emy Hagman (Teodor's wife)
Synopsis: A man dreams he has invented a marvellous soap that can work miracles. The film is conceived as a Méliès farce.


6. "THE MAGIC THEATRE"
(Premiere: 1951)
Original title: Tennisflickan
Cast: Ulf Johanson; Barbro Larsson
Synopsis: Evil monsters—the skin bacteria—fight harmless creatures—the perspiration drops—and the contact produces a nasty smell that only Bris soap can eliminate.


7. "THE MAGIC SHOW"
(Premiere: 1952)
Original title: Trolleriet
Cast: Lennart Lindberg (man); Berit Gustafsson (woman); Carl-Gustaf Lindstedt (magician)
Synopsis: Miniature people in a puppet show are engaged in a struggle between good and evil forces. Again Bris soap comes to the rescue.


8. "KING GUSTAVUS III"
(Premiere: 1951)
Original title: Gustavianskt
Cast: Doris Svedlund; Åke Jensen (Gustav III); Börje Lundh; Charles White
Synopsis: A historical setting, only seemingly splendid, for in the 18th century Bris soap was not yet invented and the stench, even in the royal court, was quite unbearable.


9. "THE PRINCESS AND THE SWINEHERD"
(Premiere: 1953)
Original title: Prinsessan och svinaherden
Cast: John Botvid (King); Bibi Andersson (Princess); Curt "Minimal" Åström
Synopsis: A variation on the Hans Christian Anderson tale of the princess who promised the swineherd one hundred kisses in exchange for a music box. Bergman's swineherd possesses a remarkable soap, which neither the princess nor the king can resist.


BIBLIOGRAPHY

No. Author Title Publication Language Full-text
1 Bagh, Peter von and Francesco Bono "Tuntematon Bergman" Filmihullu, no. 2 (1996): 33-38 Finnish
2 Hedenberg, Hans "Jag gjorde reklamfilm för att försörja mig" Aftonbladet (23 September 1965): n.p. Swedish
3 Koskinen, Maaret "Tval-opera à la Bergman: Reklamfilmerna for Bris" Chaplin 30, no. 2-3 (no. 215-216) (1988): 84-88 Swedish
4 Macnab, Geoffrey "Now wash your hands" Guardian (6 January 2003): n.p. English


Synopses: Birgitta Steene, Ingmar Bergman: a guide to references and resources


 
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