The film follows a fictitious, and fraudulent, ad campaign around the opening of a new store called Czech Dream - the Hypermarket for a Better Life. Ad agency BBDO get involved, Hugo Boss donate suits, Tesco products are re-branded and the city of Prague is covered with the Czech Dream logo through JC Decaux billboards, ads and pamphlets. There's even a catchy jingle broadcast nationally on radio and television. No one could have predicted what happened on May 31, 2003, when some 4000 people turned up in hopes of being the first through the door and getting the best deals in town on everything from toilet paper to white goods. What they really found was an open field with a huge shop facade.
Varhan Orchestrovich Bauer, Jaromír Kalina, Vít Klusák, Martin Prikryl, Filip Remunda, Eva Williams