Kiqs

Not So "Sunshine"

McDonald's and TBWA have disavowed any involvement in a short film chronicling a jaded adman's experiences making commercials in China.

"Sunshine" follows American freelance producer John Benet as he works for TBWA on a McDonald's campaign in China. The film was directed by Doug Nichol of Partizan, who was also the director of the ad campaign. It has left the industry buzzing for its nuanced and insightful portrayal of the advertising profession. At one point, Mr. Benet voices frustrations common to the industry, wondering aloud whether he's squandering his creative talents on crass commercialism. At another, he discusses the luxuries, travel and unique experiences afforded by the job.

But the15-minute film is seen through the lens of China, which has a fast-growing, yet immature, advertising industry not known for groundbreaking work. The film shows the creative process, warts and all, including scenes where Mr. Benet is told his preferred actors are not "sunshine" enough and where he speaks with disdain about the creative views of the client -- McDonald's. He also wonders aloud if advertising is corrupting Chinese culture.

"When we travel we want to experience something different. It just feels the same," Mr. Benet says during shots of commercial areas in Shanghai. "It's my job to sell that sameness."