Despite the fact that Morgan Spurlock built his reputation on a documentary which exposed the extreme health risks of a McDonald’s diet, it is his good nature which sets him apart from other famous documentary filmmakers. Even when exposing some hidden truth about American culture, Spurlock still manages to do so with a good natured attitude. His intention never seems the same as a filmmaker like Michael Moore, and politics has nothing to do with it. Spurlock simply seems to be a happy person, and his curiosity and intelligence allows for a fair consideration of whatever subject he takes on. This time around it is the advertising world, and in order to expose the truth he does not make the industry look stupid. Instead he employs the techniques in his own film, so that we can better understand the process.
Pom Wonderful Presents the Greatest Movie Ever Sold makes a film about the process of making a film. The sole goal is to create a film about advertising which is funded entirely by product placement and transparent pushing of products. The difficulty is keeping the film honest while also appeasing all of the investors making the film a possibility. Even the title of the film is sponsored by a Pomegranate juice company.
In between the documentary style exposing of the workings of advertising in the entertainment industry, we follow Spurlock as he visits boardrooms to pitch his idea to several companies. In a mind-bending twist, the film that he is pitching to the companies is actually the film being made in the process. It is a film filled with advertising, while also investigating the manner in which the industry works. Not all is flattering, but all is fair in consideration to the business. There is some eschewing of opinions, but we know that because of the fact that we see the companies making demands about their products in allowing the use in Spurlock’s film. The result is a circular result, one which is surprisingly entertaining despite having no real villain to sort out. Even McDonald’s is safe this time around.