Giants and Toys

In the 1950s, Yasuzo Masumura was a maverick intellectual in the ranks of Daiei studio. He showed the cost of conformism in brilliant satires of corporate life and consumerism like this iconoclastic outburst aimed at the advertising biz. Masumura's fast-paced editing targets the absurdity of his characters' lives: like rats in a maze, they scurry to secure their social status before their time is up. The plot has three large caramel companies in hot competition; around every corner is an industrial spy. A lower-class girl (Hitomi Nozoe) with stunningly bad teeth is made the mascot for one of the companies, but her animal instincts prevail over product loyalty. Meanwhile, our advertising-executive hero (Hiroshi Kawaguchi), attempting to salvage a bit of his humanity, destroys himself for the good of the company. The idiocy of television production is a running gag as Masumura proves himself to be a Japanese Frank Tashlin.

This page may by only partially complete. For additional information about this film, view the original entry on our archived site.