Work/Cinema/Up and Down/
Up and Down
Total Help Art, T.H.A.
2004

author
Aleš Najbrt

cooperation
Filip Šlapal (Photo)

The entire promotion campaign was based on a dark-skinned baby in a cardboard box on red background. The combination was meant to evoke the supermarket ad offering a product that turns out to be the baby boy in this bitter comedy. Another version that we considered for a long time was a mechanic toy in the shape of a sunbathing woman doing sit-ups and repeating “up and down” which is the film’s name in English. Unfortunately, the same toy that actor Jan Tříska brought for director Jan Hřebejk from the U.S. was shortly before used in the poster of another American movie.