Errol Morris on Returning to Commercials

Following news last month that documentarian Errol Morris has signed to Biscuit for US and UK representation, we caught up with the legendary director to talk about his commercial career.

Although he is best known for his provocative documentaries, Morris has also helmed over 1,000 ads and earned several awards throughout the process. And we're more than excited to see what else he will come up with while signed to Biscuit's roster.

What are your five favorite commercials that you’ve directed?

Top five favorite commercials: Why do I have to do the ones that I, myself, have directed? Isn't there an assumption here that I like any of them? Okay, okay, I don't want you to have to pry it out of me with pliers. I can certainly tell you about some of the commercials I wish I had made. The Sorry Charlie: series for Starkist Tuna, Late Night Ginsu infomercials — it's a high bar out there. But, if I have to be so self-serving as to mention things I have made...

1. A mess of Miller High Life commercials, particular the ones with K. J. Penthouse "Potato salad; egg salad; macaroni salad... Otherwise, no salad." That's art.

2.Mobile Judge for 7/11 - He’s mobile. He’s a judge. He’s Mobile Judge.

3. Bunny Girl for CitiBank

4. Taco Bell breakfast with Ronald McDonalds

5. Bam Bam the Orangutan for Quaker Oats

What have you learned throughout your career in commercials and how do you think the world of advertising has changed since you’ve been in it?

I've learned in my career in advertising, much to my misfortune, that I may be ineducable. But that's okay. So are most people. Advertising hasn't changed, except it has moved from television and magazines to the internet.

How does your approach to commercials differ from your documentary work, if at all?

People think that directing an interview, whether it's with a real person or with an actor, is not really directing. They're wrong. It's all directing. Real people, actors, animals, even inanimate objects. Even though it can be argued that people are less responsive than inanimate objects, it's still all the same.