Czech Dream

"Buy nothing" and "Don't come". Strange slogans for an advertising campaign. But they draw the attention of thousands of Czechs, who ignore the advice and turn up for the promised opening of a brand new, remarkably cheap supermarket.
Pickles, bread, digital cameras, a portable television according to the advertising brochure, it is all going for a song in "The Czech Dream". But on the opening day, the new store lives up to the slogans. Behind the façade of brightly coloured cloth, lies an empty field.
The Czech Dream is the brainchild of film students Vit Klusák and Filip Remunda, who dedicated their graduation project at the Prague film school to it. As "store managers", they dress up in sharp Hugo Boss suits, visit the best designers and advertising agencies and hire a well-known composer for a theme song. Soon, dozens of professionals are working for a non-existent store.
The intention behind it all? Watch the film, the students say in the opening scene, then all will be revealed. One thing we can tell you is that, during the past five years, more than 125 megastores have opened in the Czech Republic. The filmmakers are critical of Czech participation in the EU, while Czech consumers love to be seduced by billboards and advertisements.