A Alma do Negócio

A dark humored critique on advertising and TV commercials and how their intrusive infusion on viewers with its excessive happy presentation, the details about the qualities of products and brands affects us every day of our lives with no chance of escaping it. Either one buys the product or just keep hearing the brand names, maybe enjoying the quality of the commercial.

In "A Alma do Negócio" ("Soul of Business") we have a most loving happy couple (Renata Guimarães and Carlos Mariano, the latter is a quite familiar face on many TV ads and it was only after this short that I finally knew his name) waking up in a lovely morning, talking about their favorite products, brands and the quality of it all. At first, it appears they're selling to us but actually they're selling to themselves to such an intensity and non-stop manner that as things progresses they won't stay as romantic as they started out. You gotta sell the merchandise and stick it to the consumer's heart. In this case, it gets very literally.

Totally valid criticism, used here with a great sense of humor that gets darker and darker as the couple's breakfast is no longer a typical daily habit. It reminded of "The Truman Show" with the wife presenting her favorite cocoa to Truman during an argument, but the concept is expanded to an insane degree. Funny all the way. 10/10.

The movie is very funny, but with Torero's fun, that is much better than any other. Brazil must be congratulate for this movie. Torero is fantastic.