Image Problem

Switzerland has been having problems with its reputation of late. The typical charges that have been leveled by neighbors near and far, concern anti-immigration attitudes, questionable solidarity of Europe's banker with the continent hit by the crisis, the dirty profits of its large corporations, and an unaccounted share in profits from the Holocaust. So, it seems that it is time to get to work: after all, a nice little promotional video is a proven cure for image problems. Simon Baumann and Andreas Pffifner take on this task in accordance with all the rules of the art: first consulting with promotional, brand-building, and political-marketing specialists. When they start to lose their zeal, however, they seek the help of a psychologist, and they share their ethical concerns with members of the clergy. Since ordinary Swiss are meant to speak in their promotional spot, Baumann and Pffifner hit the road. Farmers will be more likely to speak with them than the residents of expensive villas, much less the representatives of corporations. Image Problem is a satirical provocation, its power stemming from the fact that not one of the people interviewed, including the experts, contested the definition of the situation according to which ethical problems are reduced to the issue of a bad PR. Nonetheless, Baumann and Pffifner’s film could still be considered a light, humorous "entertaining protest film" if it were not for the tragicomic ending. The final promotional video, which shows "ordinary Swiss" reading letters of apology among the Baroque excess of Swiss and European symbols, highlights, almost painfully, the degree to which the rhetoric of solidarity and community remain just that: rhetoric. (mn)
Image Problem / Wizerunkowy problem  
88 ' , 2012 Switzerland director: Simon Baumann & Andreas Pfiffner / cinematography: Andreas Pfiffner / editing: Katharina Bhend, Mischa Hedinger / production: ton und bild / www.imageproblemthemovie.com/

Screenings

Cafe Kulturalna / Dramatyczny Theatre 2013-12-10 19:30
Antropos Cinema 2013-12-11 16:00
Simon Baumann
2013 Zum Beispiel Suberg
2009 Emozioniere – Was kostet eine Träne?
2008 Zugzwang
2007 Hope Music
2005 Meeting on the 2nd Floor
Andreas Pfiffner
2013 Zum Beispiel Suberg
2009 Emozioniere – Was kostet eine Träne?
2008 Zugzwang
2007 Hope Music
2005 Meeting on the 2nd Floor

2012 Locarno FF - Junior Jury Award - Special Mention

2012 Dok.fest Munchen