Why it’s time for Imperial, again

Gerard Byrne

Description

‘“The only option on the Imperial is a power sliding roof. Every luxury is standard. And there are more luxuries standard than any car in America.” These are the words of Lee Iacocca, former chairman of Chrysler, talking to Frank Sinatra in an advertisement in the November 1980 issue of National Geographic magazine. Written as a stilted dialogue barely hiding its high-powered propaganda, Byrne re-stages the text in Why it’s time for Imperial, again by having two wooden actors meander in a desolate post-industrial suburbia, uncomfortably stuttering through the technical details of the ad.’

(Sourced from http://www.praxes.de/handouts/Handouts-3-Gerard-Byrne.pdf on November 14th 2016)

Details
Title

Why it’s time for Imperial, again

Year

1998-2002

Creator

Gerard Byrne

Medium

Moving Image

Form

Short

Genre

Adaptation, Experimental, Parody

Subject

Consumption (Economics), Automobile industry and trade, Capitalism, Advertising

Language

English (eng) (spoken)

Duration

23 minutes

Original format

Physical, Film: 16mm transferred to Physical, Betacam SP

Aspect ratio

4:3

Colour

Colour

Sound

Sound

Rights

Copyright holder: Gerard Byrne Studio

Artist website

http://www.gerardbyrne.com/

Link to work

https://vimeo.com/52197647