| How to Get Ahead in Advertising | |
|---|---|
| Theatrical release poster | |
| Directed by | Bruce Robinson |
| Written by | Bruce Robinson |
| Produced by | David Wimbury George Harrison Denis O'Brien Ray Cooper |
| Starring | |
| Cinematography | Peter Hannan |
| Music by | |
Production company | |
| Distributed by | Virgin Vision |
Release dates |
|
Running time | 94 minutes |
| Country | United Kingdom |
| Languages | English, German |
| Budget | $3.9 million [2] |
| Box office | $418,053 (US) £201,972 (UK) [3] |
How to Get Ahead in Advertising is a 1989 British black comedy fantasy film written and directed by Bruce Robinson, and starring Richard E. Grant and Rachel Ward.
In the film, an advertising executive has a nervous breakdown and finds himself concerned with the ethics of his profession. As a result, a talking boil grows on his shoulder, a manifestation of the cynical and unscrupulous side of his personality.
The film is a farce about a mentally unstable advertising executive, Denis Dimbleby Bagley (played by Grant), who suffers a nervous breakdown while making an advert for pimple cream. Rachel Ward plays his long-suffering but sympathetic wife, Julia Bagley. Richard Wilson plays John Bristol, Bagley's boss.
Bagley has a crisis of conscience about the ethics of advertising, which leads to mania. He then develops a boil on his right shoulder that comes to life with a face and voice. The voice of the boil, although uncredited, is that of Bruce Robinson. The boil takes a cynical and unscrupulous view of the advertising profession in contrast to Bagley's new-found ethical concerns. Eventually, Bagley decides to have the boil removed in hospital, but moments before he is taken into the operating room, the boil quickly grows into a replica of Bagley's head (only with a moustache) and covers Bagley's original head, asking doctors to lance it, which is done since nobody has noticed the switch from left to right nor the new moustache.
Bagley, now with the boil head, moustache, and personality (the movie's third personification from Grant after the stressed executive and the raving lunatic) returns home to celebrate his wedding anniversary, with the original head merely resembling a boil on his left shoulder. The "boil" eventually withers but doesn't die, yet Bagley resumes his advertising career rejuvenated and ruthless, although without his wife, who decides to leave his new cruel persona.
The film was based on a short story by Bruce Robinson who called it "a black comedy, very political and is about how I perceive England now." [4] Robinson adapted it into a film script. According to Richard Grant, Robinson asked him to be in the film in August 1986, during the making of Withnail and I , telling the actor "it's gonna be a masterpiece". [5] Finance came from HandMade Films, which had backed Withnail and I. [6] HandMade agreed to support it once Withnail opened well. However by that stage there was some doubt Grant would be able to make the film due to his commitment on the American movie Warlock . [7] This was eventually sorted out and filming took place at Shepperton Studios in July 1988.
Robinson commented:
The Boil is in a vicious tradition of British satire that I am fond of. Swift, Hogarth, Rowlandson are very ugly but I like them and I tried to make The Boil in their spirit. It's repulsive and it's meant to annoy a lot of people. It is not the kind of thing that would come out of a cornflakes packet. The Boil is short hand for oak panelled rooms filled with liars representing vested interests. It's the suppurating filth that occasionally breaks out, usually wearing a wig and getting up in cour to talk about justice. [8]
THe movie's budget was cut by a million pounds before filming, requiring a shorter schedule. This meant Robinson had to compromise from the more glossy style he was hoping to use. [9]
During filming, Robinson said the film was "very much me, my sense of total paranoia about what's going on in the world. I want to make people laugh, sure, but underneath that is this strong sense of outrage, genuine outrage." [10] He also said the film is "very much intended as a comment on the eighties. Basically I'm looking to kick the British in their bollocks." [11]
In January 1989 George Harrison said "I can't wait to see" the film. "It's like your way of giving them the two fingers and I think we need to make films with people like Bruce Robinson who's just a little bit wacky and slightly different." [12]
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Sight and Sound wrote "strident allegory, marked by garbled rhetoric and frenzied slapstick; a splendid performance, however, brimming with placid cynicism, from Richard Wilson as the seasoned sales boss." [13]
Bruce Robinson later said, “The things that were wrong with that film came out of my rage with Thatcher. I was so fucking angry. I love humour in films but the anger became too didactic in that one.” [14]
On Rotten Tomatoes the film has an approval rating of 65% based on reviews from 17 critics. [15]
In an interview with Jimmy Kimmel in 2019, Richard E. Grant said that Jim Carrey called him a genius for his work in the film. [16]
Grant also wrote in his diaries that his performance led to his casting in Hudson Hawk. [17]
The film made £201,972 in the UK. [3]
In 1993 Handmade sued Warner Bros on the grounds that the latter had failed to spend the agreed-upon amount to advertise the film. The outcome of the lawsuit is unknown. [2]