Film Lovers will Love This!

The EU’s MEDIA 2007 programme was passed in November 2006 with a budget of €755 million over seven years (2007-13) to promote the region’s audiovisual sector. This promotional film’s primary purpose is to raise awareness about the fund and encourage filmmakers to shoot in Europe. Not only has the EU stirred up controversy but also managed to reach 3 million eyeballs over youtube in less than three weeks. So while the campaign works in creating buzz, what is it actually selling? Sex? Soft-core porn?

While the ad can be appreciated for its playful tone, the tagline at the end turns out to be surprisingly salacious and out of context. “Lets come together. Millions of cinema lovers enjoy European films…every year,” cheapens the quality, technical range, and cultural diversity of European films. The European Commission botched this one, somewhat…