Is Consumer Capitalism Destroying Our Lives? This Director Thinks So!

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envision a world without advertising, where people aren’t treated as mere consumers, instead of having their wants and actions shaped by a capitalist economy that thrives on consumerism.

or

picturing a world free from the influence of advertisements, where human beings are not controlled by consumer behavior driven by capitalism based on consumption.

Both sentences convey the same idea in easy-to-understand language.

The book “You Need This,” penned by Ryan Andrej Lough, is proposed to make its global debut at this year’s CPH:DOX festival, which officially starts today.

Created by acclaimed director Adam McKay, famous for his satirical movies that combine humor with social and economic commentary (“Don’t Look Up”), “You Need This” offers a thought-provoking examination of the impact of capitalist consumerism on our planet and society.

Exploring the psychological and social factors fueling rampant consumerism, the movie delves into its origins, specifically during the unregulated post-war American economy, a time when abundant natural resources led people to equate the accumulation of material possessions, spurred by aggressive advertising tactics, with prosperity and joy.

or

The film examines the psychological and societal factors that encourage mass consumption, tracing its roots to the unregulated post-war American economy when seemingly endless natural resources led people to associate the acquisition of material wealth, fueled by aggressive marketing strategies, with success and happiness.

Initially working as a director for advertisements to finance his education, Lough later recounts that his outlook significantly changed upon reading “Propaganda” penned by Edward Bernays, often referred to as the founder of contemporary advertising. This moment proved decisive in his journey.

He shares with EbMaster, “I no longer view advertising in its conventional sense. Instead, it now appears as something far more insidious to me. I delved into understanding the influence that advertising, public relations, and propaganda have on society, their role in environmental degradation, social decay, exploitation of resources, attention, and even dreams!

The movie brings to light an unsettling advancement: “subconscious marketing,” a theory delved into by MIT researchers shown in the documentary, who express concerns about businesses trying to embed advertisements into individuals’ subconscious minds via sound and visual triggers.

The movie combines interviews with experts, historical records, and visuals depicting ecological damage and industrial work, using a flexible structure that consists of three main parts.

Initially, it surveys the existing environment and delves into its past background. A pause for contemplation on aspirations, imagination, and independent thinking follows, inviting spectators to envision a world beyond pre-existing structures. Lastly, it offers suggestions for enlightenment and self-mastery, encouraging both individuals and society to reassess their connection with consumption habits.

The movie’s examination is enriched by a diverse cast, which includes author Nana Kwame Adjei-Brenyah, economist Juliet Schor, and dream scientist Adam Haar-Horowitz from Harvard Medical School. Additionally, Reverend Billy and his Church of Stop Shopping, a well-known performance art group that often uses theater as a form of protest against consumerism, are also part of the film.

As a seasoned film critique, I found myself captivated by the clever incorporation of the director’s advertising background into the narrative. The movie deftly employs scenes reminiscent of commercials, mirroring the manipulative tactics often seen in the ad industry – a satirical reflection that left me both entertained and thoughtful.

In wrapping up the discussion, Lough concedes that the harm inflicted might be beyond repair, but he sees an opportunity for us to transition into a more eco-friendly future. Yet, he expresses concern that those in authority may be hindering the necessary changes to achieve this transition.

He expresses deep concern about the potential erosion of free speech to EbMaster. He believes that he and others featured in the film could be at risk. He doesn’t feel secure. However, instead of being idle, he chooses to act. ‘I don’t believe one can simply remain silent,’ he says. ‘If you possess awareness, it’s your duty to speak up and make use of it.’

You Need This,” a production financed by an unnamed benefactor, is jointly written and narrated by comedy writer and actor Serra Naiman (“I Wrote This for You”). It’s produced by McKay’s Yellow Dot Studios along with Scenery, based in Amsterdam. Banijay Benelux and Hôtel Motion Pictures are also involved in the production. Sales are being handled by ZDF Studios’ Off the Fence.

Lough is planning to present his upcoming project at CPH:DOX’s marketplace as well. Titled “The Walk”, this ambitious documentary series follows his 450-day trek on foot from Portugal’s coast to China’s, entirely dependent on human interaction for survival. Already, test shoots in Bulgaria and Turkey have shown positive signs, according to Lough’s recent conversation with EbMaster.

On March 23, the film titled ‘You Need This’ will be shown as part of CPH:DOX’s Special Premieres, and afterwards, there will be a live discussion with the director. The movie’s first screening in North America is scheduled for DocLands in May.

CPH:DOX runs in Copenhagen until March 30.

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2025-03-19 20:21