On the ruins of mass culture: Reich-Ranicki has found the most beautiful reading corner
Here, he isn’t bothered by bad TV programming: Marcel Reich-Ranicki, the latest «bright mind» in the F.A.Z. campaign by Scholz & Friends Berlin, is reading the newspaper at a recycling center in Frankfurt.
Here, he isn’t bothered by bad TV programming: Marcel Reich-Ranicki, the latest «smart mind» in the F.A.Z. campaign by Scholz & Friends Berlin, is reading the newspaper at a recycling center in Frankfurt. The new ad, which shows the 88-year-old “literary pope” surrounded by discarded televisions, will appear starting November 8 in numerous newspapers and magazines, online, and, of course, in the F.A.Z. itself.
A few weeks earlier, the former literary editor of the *Frankfurter Allgemeine Zeitung* had labeled German television programming «nonsense» and declined the German Television Award for his lifetime achievement. One of the few interesting shows still on the air is the Tagesschau, said the renowned critic on the sidelines of the photo shoot for the multi-award-winning photo series. Reich-Ranicki would therefore like to encourage young, bright minds to read «sensible, intelligent books and newspapers» rather than watch worthless television. «There aren’t many of them, but they do exist,» said Reich-Ranicki, who headed the literature section of the F.A.Z. from 1973 to 1988.
A few weeks earlier, the former literary editor of the *Frankfurter Allgemeine Zeitung* had labeled German television programming «nonsense» and declined the German Television Award for his lifetime achievement. One of the few interesting shows still on the air is the Tagesschau, said the renowned critic on the sidelines of the photo shoot for the multi-award-winning photo series. Reich-Ranicki would therefore like to encourage young, bright minds to read «sensible, intelligent books and newspapers» rather than watch worthless television. «There aren’t many of them, but they do exist,» said Reich-Ranicki, who headed the literature section of the F.A.Z. from 1973 to 1988.
Responsible at the Frankfurter Allgemeine Zeitung: Tobias Trevisan, Dr. Roland Gerschermann (Management), Josef Krieg (Corporate Communications Contact), Marco Rühl (Marketing Contact). Person in charge at Scholz & Friends Berlin: Martin Pross (Board Member), Matthias Spaetgens (Managing Director), Mathias Rebmann, Claudia Trippel, Florian Schwalme, Farid Baslam (Creative), Benjamin Baader, Marie Toya Gaillard, Linda Zakusek (Consulting). Person in charge at Scholz & Friends Interactive: Fabian Roser, Annika Stierl, Johannes Vogl, Thomas Lobjoie (Creative), Katja Klüh, Lasse Wolter (Consulting). Photographer: Hans Starck. Making-of photos: Amélie Losier. "Behind the Scenes" Video: Sven Klages (United Visions).
Advertisement
Behind-the-Scenes Photo
Behind-the-Scenes Photo
