It’s all about image.
Aram Rappaport‘s SYRUP based on the best selling novel by Max Berry that tells the story of a young marketing expert Scat (Shiloh Fernandez) who is fresh out of school and eager to make a name for himself in the advertising world. Unfortunately, for a film titled “syrup” there simply is not enough of the sweet stuff to go around. It results into an unsatisfying romantic comedy full of high-end mistakes and advertising puns that bring new meaning to the term “sex sells,” but in a can. Scat’s million dollar idea was a drink he named FUKK. The vulgar name of the drink paired with an adept marketing plan would make Scat rich beyond his wildest dreams. If only he had kept the thought to himself.
The beginning of the film proved to be the most intriguing. Scat, a young man fresh out of college and looking to score big in the advertising world. To do this, he found that it is necessary to be able to sell yourself, your image first before you even begin think about selling any product or service. The idea of FUKK in a can was brilliant. However Scat’s friend and roommate who goes by the name “Sneaky Pete” (Kellan Lutz) capitalizes on Scat’s idea. Which is a great set up for prime dialogue and interplay between the characters Scat and Sneaky Pete, however, the film at this point began to show signs that it had already run out of ideas and quickly had to inject some sex appeal to the predicament and “Six” (Amber Heard) is her name.
Six has it all–sex appeal, keen business sense and the know-how to bring a great idea to the attention of her superiors. Unfortunate for her she had to learn the hard way learn just how deceptive the world of advertising is. Predictably, Six and Scat enter into a brief attraction that quickly dissolve into a “whatever” romance. However, in spite of the many ways the film could have gone–Syrup’s best moments are the first and second acts in the film. Overall, the film and its witty sense of humor poke fun at the marketing industry and would have earned an extra star for this review had it stayed on course. Heard and Fernandez was sufficient enough to carry the entire film, and the script injection of Lutz’s “Sneaky Pete” made for a truly unnecessary plot twist which deviated an otherwise good story.
Overall, Syrup is not perfect however it is a film that is entertaining enough to enjoy.