“The title came to me from Samuel Beckett’s book on Proust, in which he recalls that a new form of advertising appeared post-war, one that not only imposes a product, but also the time of day it has to be consumed: “Midday, seven o’clock: time for a Berger.” I knew this advert but it was on rereading this passage that I realised how similar it was to the shot where... see more