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10/12/2009 - par M.T.

You won't be surprised to hear that I prefer the English title of the film Max et les maximonstres. Where The Wild Things Are was the name of the book I read as a child, and it also better captures the spirit of the film. This movie is not for kids – it is about them. Young Max is annoying, adorable, vulnerable, spiteful, scared, joyful, sad and wild – often within the same five minutes.

The film's director, Spike Jonze, has made many TV ads. And it shows. The movie is clearly divisible into set pieces, each with their own logic. Like a great ad, its success depends a great deal on sound: not just the excellent music (especially the songs by Karen O), but also the boom of waves, the crash of falling trees, the crunch of hurled rocks.

Some of the scenes reminded me of Jonze's spots. The destructive monsters reminded me of the consumers who wreck a Gap store, while Max's night-time escape through the streets of his home town recalled the "Hello Tomorrow" spot for Adidas. Like an ad, this is a very «now» movie. Its folk-rock soundtrack, its defeated post-recession characters (the monsters resemble unemployed labourers) and its plea for humanity are all very 2009-2010. Above all, though, the film proves once again that advertising is a great laboratory for creative talent.

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