New Improved Formula (A Commercial Case Study)

Manuel Saiz

2004, 03:51 minutes, colour


New Improved Formula (A Commercial Case Study) is a remake of a short scene from Peter Weir's Witness (1986). In this scene Harrison Ford plays the role of a cop who makes a joke for an Amish family by mocking a TV commercial for coffee. They do not understand the joke as they have never watched television. The remake creates a new layer in the consciousness of the actors when interpreting the role: the actor now plays the role of Harrison Ford playing the role of John Book playing the role of a commercials actor playing the role of a husband. The scene is repeated several times each of them using a different coffee brand mug. The branding of the scene brings it back somehow to the realm of real.

Rental and Sales

Single Screening Rental


Educational Purchase DVD (Bluray +$15)


5 Year Educational Streaming License, Digital File with DVD Circulation Copy


Gallery Exhibition and Installation, complete Media Request form for quote

Institutional Archival Acquisition, complete Media Request form for quote

Curators and programmers, please contact to receive a login and password to preview Vtape titles online.

Screening and exhibition rentals and archival acquisitions include public performance rights; educational purchases or licenses include rights for classroom screenings and library circulation. When placing an order the customer agrees to our general online terms and conditions. Payment (or a purchase order number) and a signed licensing agreement must be received before media can be shipped to the client.