Ever get the feeling that commercials, taglines and jingles are a bigger influence on our lives than we’d like to admit? In And Now a Word from Our Sponsor, Kundle ad agency CEO Adan (Bruce Greenwood) feels the powerful effects of television spots both figuratively and literally. It’s a very interesting concept with a lot of promise. However, while this indie flick will provide some food for thought to open-minded viewers, its message is a bit fuzzy and ultimately the film doesn’t make the most its creative conceit.
The plot follows Adan as he awakens from a comatose state in a hospital bed, unable to communicate using anything other than brief advertising slogans. Short on beds, hospital marketing coordinator Karen (Parker Posey) agrees to house him for a few days until he can be transferred to a mental health facility. At first, this doesn’t sit well with her sullen teenage daughter Meghan (Aliie McDonald), but the odd guest eventually ingratiates his way into their lives. Trouble arrives in the form of Lucas (Callum Blue), a nasty agency employee desperate to have Adan certified insane so that he can assume the CEO position at Kundle. Not that this would seem a difficult task, when simply touching Adan results in a cry of, “Don’t squeeze the Charmin!”
Viewers are never given a specific reason as to Adan’s sudden affliction. As a result, his behavior has the potential to come across as grating, but Greenwood does his best to portray the character in an innocent manner. The movie itself is very slick and professionally shot for what must have been an extremely low-budget production. A particularly striking shot features an extreme close-up of Adan eyes as he watches television with commercials reflected in his pupils. Additionally, the screenplay gently tries to tie the central theme about the effects of advertising with the lack of communication between Karen and Meghan (who have been avoiding talking about a serious family issues).
However, as written, Lucas is a one-note antagonist. There’s a supernatural aspect to Adan’s condition introduced but not explored in a satisfactory manner. And, in the final third, the filmmakers depict Adan growing closer to Karen and Meghan not through meaningful conversation, but via a montage and an acoustic guitar jam session that almost looks like a commercial. It’s hard to say if this is a comment on how relationships are presented in advertising, but as acted and shot the sentiment appears to be earnest, and doesn’t work. Finally, while some gags involving slogans are amusing, others fall flat. Particularly out-of-place is an ill-timed joke during an attempted rape. After the assault is stopped by Adan, he inappropriately states, “Cavity protection you can trust!”
The film has a few small charms, but the tone is ultimately too gentle. There are ripe opportunities to satire the advertising world, but And Now a Word from Our Sponsor takes such a subtle and subdued approach that most will be wishing its bite had been as sharp and savvy as the advertising field it lampoons.