Soap, Sales, and Squabbles: A look at Annonsera!

Is it worth your time?

If you have a soft spot for vintage Swedish cinema and don't mind a story that feels like it’s being told in a slightly frantic rush, then sure, give it a go. But if you’re looking for a tight, modern script, you might find yourself checking your watch. It’s definitely not for those who hate movies where people just stand around talking at each other for ten minutes straight.

The whole premise of Annonsera! is essentially a war between two bars of soap. One is traditional and boring, the other is sold with a lot of noise and nonsense. It’s pretty funny seeing how they thought "advertising" looked back then. It’s all very theatrical, like someone trying to sell you a miracle cure from a horse-drawn wagon.

The little things

There’s a moment about halfway through where a character gets so worked up about a slogan that you’d think the fate of the universe was on the line. It’s silly, obviously, but the actors play it with such deadpan sincerity that you can't help but grin. It reminds me a bit of the frantic energy in Gold Diggers of 1937, even if the scale is completely different.

The pacing is… well, it’s all over the place. Sometimes it sprints through three business deals in a single minute. Other times, we’re just watching people walk through hallways for what feels like an eternity. It’s not exactly the smooth storytelling you’d find in Therese, but there’s something honest about how messy it feels.

• The mustaches alone are worth the price of admission.
• I swear the background music loops every thirty seconds.
• The office sets look like they’re made of cardboard and pure optimism.

The father-son dynamic is meant to be the heart of the thing, but it’s mostly just a lot of yelling and pointing at ledgers. I found myself wishing they’d just get back to the goofy marketing stunts. Whenever the film stops trying to be a drama and just lets the cast be absurd, it’s actually pretty great. It’s a bit like watching Officer 666—if you don't take it too seriously, you’ll probably have a decent time.

Is it a masterpiece? Hardly. It’s an odd, dusty little piece of work that probably didn't age the way the director intended. But it’s got a pulse. Sometimes that’s enough. 🧼