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New Stuff / Written by: Lasse Cato

Unimpressed People Review Our Work Vol. 3

Honesty is a dish best served cold.

We produce a lot of films here at Bacon. We think most of them are good. Some are even great. But we are, of course, biased. So to get an honest opinion, we've decided to ask some of the most notoriously unimpressed people we know to review a selection of our films. This is the second edition of Unimpressed People Review Our Work.



The Reviewer: Ina Lundström

36-year-old Ina is a journalist, comedian, country DJ, columnist and a professional hater (her words, not ours). She is a friend of our director Vedran Rupic. Here is Ina:

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Ina lives in Gothenburg with her boyfriend and their cat. She likes to go to the pub, drink beer and talk about how dumb people are.

Sometimes she writes text about how dumb people are, makes podcasts about how dumb people are, or get on a stage to do standup comedy about how dumb people are. But preferably, she is at the pub talking about how dumb people are.

Needless to say, Ina is pretty damn unimpressed. She is also opposed to the idea of capitalism, and therefore commercials are not particularly her favorite thing in the world.

Because we like to get honest opinions about our work and apparently hate ourselves, we asked Ina to review a bunch of our recent films. Please watch the films before reading Ina's reviews to really take in the extreme levels of spite.

Ørsted / Act Now

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Ørsted: Act Now

How would we describe it?
This film for Denmark's largest energy company is an appeal for everyone to fight for the climate.

Who’s the director?
Adam Bonke.

What does Ina think?
"They start out by saying that we are going to get the answer in the end of the film, but nobody is able to stay awake until the end. Teasing that you will get the answer at the end is an extremely cheap dramaturgical trick, and I still don't know what to do. And they use the rare concept of "African kids playing soccer who are happier than you are". But the shot of the goats on the mountain was all right."

Mental Health Foundation Denmark / Inner Demons

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Mental Health Foundation Denmark: Inner Demons

How would we describe it?
Anxiety and depression take physical form in this spot for Mental Health Foundation Denmark's free and anonymous counseling.

Who’s the director?
Ada Bligaard Søby.

What does Ina think?
"Hahaha! The big problem here is that you don't get who the demon is. Is it the sobbing woman or the well-dressed woman with the nose ring? It's very confusing to me. And this loud noise from the clock is way over the top. "Tick-tock, time doesn’t stop." We get that message, but nobody is going to get anything else out of this film."

IKEA / Next Generation

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IKEA: Next Generation

How would we describe it?
In a sweet, family-oriented spot, we are taken through both the joys of childhood and the sentimentality of parenthood.

Who’s the director?
Martin Werner.

What does Ina think?
"There is a lot of unrealistic things going on here. First of all, nobody has ever seen a piece of furniture from IKEA that was more than three weeks old. So the tagline "Furniture that lasts for life" is laughable. It is also funny that brings this rotten old chair home to his wife and she just smiles. This has never happened in the history of the world."

Fretex / Memory Game

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Fretex: Memory Game

How would we describe it?
A 7-year-old girl plays a high-risk game of memory with her toys in a spot for the Norwegian Salvation Army's secondhand stores.

Who’s the director?
Andreas J. Riiser.

What does Ina think?
"Nothing is really at stake here; you can tell that she knows it is make-belief and as a viewer I know that as well. It would have been great if you had piled up her toys and approached it with a can of gasoline, ready to light it on fire. If you had done that she would have probably been able to remember more toys."

Salvatore Ganacci feat. Sebastien Tellier / Boycycle

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Salvatore Ganacci: Boycycle

How would we describe it?
This music video is a beautiful and classic coming-of-age story of being half man, half motorbike.

Who’s the director?
Vedran Rupic.

What does Ina think?
"I know Vedran personally and I have already seen this, so I am biased. But if I had to make improvements, I would like to have had more dialogue and less music. Also, I know about Vedran's body of work and I am proud of him for having a woman in this project. Granted, she is an object in a bikini and is only in the last two frames of the film, but it is more female representation than in the rest of his accumulated works. But a fantastic music video, nonetheless."