On one hand the story of the filmmakers' obsession with a shining cultural icon – a gigantic neon Coca-Cola Sign – and at the same time a series of meticulously constructed TV commercial simulations, with a parade of characters and situations that comment on The Sign – from its domination of the public landscape down to its influence on the personal "impulse" for pleasure, the veritable will to "enjoy."


"A smart and very funny take on our relationship with the signs of our culture" – Austin Chronicle

"More intelligent and funnier than a dozen cookie-cutter features" – San Francisco Bay Guardian

"Deconstructs the signposts of modern life through a cerebral dialogue and an intense montage of all things relating to the logo that surrounds us." – Vancouver Sun