More than 40 years ago Frenchman Jean Marie Boursicot, a young man back then began to select ad videos and offer those to movie theatres. At first nobody paid any attention to his initiative. Finally one of the halls agreed to screen the ads in the end of the regular movie – after midnight. That was exactly when the Night of AdEaters was born – a feature, compiled with some of the best ad videos worldwide.

In general the screening is 5 hours long, it lasts over the entire night and is accompanied by a show with lots of attractions. An event of this kind will take place in Sofia on November 25, but it will be a shortened version, lasting two hours and a half. Mrs. Adriana Gyuzeleva, part of the organizing team gives us more details on the program’s accents:

“The 36th edition is devoted to planet Earth. Advertisers show their respect via powerful images with strong impact. The movie kicks off with impressive choreography, showing some average cleaning product. There are ads from across the globe: Mexico, Peru, France, India, Brazil, Egypt, the USA, North Korea and many others. Star Wars is a very interesting accent too this year. Visitors always watch with great interest and curiosity. The tension is somehow pleasant, they are always ready to smile, get inspired, surprised or even cry. They are astonished by the compilation in a movie of a series of ads.”

The event looks controversial at first: we live in a world where ads are everywhere, people tend to avoid them as something boring. At the same time they ground this event that puts a spell on thousands around the world. This is how Adriana Gyuzeleva explains the fact:

“Ads tend to touch deep parts of what we refer to as subconscious. No matter how sceptic we might be, they do succeed in thrilling us. A large part of advertisements reflect to issues that are considered essential by mankind. This format’s psychology is different. We go there to see a movie, the attitude is different. These are not the daily ads we skip on TV as something boring and unnoticeable. Over all these years Jean Marie Boursicot has built up his own style, creating a movie out of each next video. And this movie is different each next year. That taste imposed is very successful and has been watched globally for 36 years now.”

Is there a formula of success? What makes an advertisement a good one?

“We can’t point at one thing – it is a combination of details, ingredients and even moods. The idea, music and point of view come first. Emotion is what matters and also the eventual participation of a movie or sports star. There is no concrete answer on what makes an ad a good one. Sometimes a common idea turns the whole thing into a sensation. Sometimes some exorbitance might be opted for, especially when sex, politics and lifestyle are used, in order for the final product to be memorable. Even shocking images get into action. However, sometimes the simple and easiest thing to carry out is in fact the most impressive one…”

The Night of AdEaters is for all those, involved in advertisement activities, for the ones who look for creativity and inspiration or for the fans who simply want to have some unusual fun.

English version: Zhivko Stanchev