After living on a McDonalds-only diet for the Oscar-nominated Super Size Me and sending himself on a global goose chase in Where In The World Is Osama Bin Laden?, Morgan Spurlock has done a fair job of establishing his own brand of irreverent documentary-making.
Think Michael Moore without the soapbox.
So he's just the man to offer a self-referential look at what Hollywood likes to call 'brand integration' and 'co-promotion', more commonly known as product placement. In other words: shameless advertising.
Taking the film-within-a-film idea to its extreme, Spurlock shows how the process works by getting as many corporations as he can to fund his fun new project The Greatest Movie Ever Sold.
As you might expect, he gets no joy from the big boys: Coca-Cola sense it's not the real thing and Nike just won't do it. But, like us, the smaller companies appreciate the thought that goes into his ad campaigns.
Indeed, after making a deal with the purveyors of a (purportedly) life-enhancing pomegranate juice, the film's full title is POM Wonderful Presents The Greatest Movie Ever Sold.
Between raising funds and poring over his contractual obligations, Spurlock does get round to exploring the effects of advertising.
A trip to Sao Paolo shows what a city looks like where all outdoor hoardings have been banned (strangely denuded). More disconcertingly, a brain scan reveals that advertising stimulates the body's addiction chemical dopamine. Seems they're turning us into brand junkies, Clockwork Orange-style.
There's also much talk of integrity and what's appropriate, but Spurlock exposes the hypocrisy on discovering that Florida's schools are obliged to broadcast a heavily sponsored TV news channel in classes but can't boost budgets by putting adverts in school buses.
There's also an air of resignation as directors JJ Abrams (Lost, Star Trek), Brett 'Rush Hour' Ratner and Peter 'Battleship' Berg acknowledge that Hollywood's 'creative process' is rife with Faustian corporate pacts.
But the tone is generally upbeat, as evinced when consumer affairs guru Ralph Nader suddenly finds himself endorsing Merrell footwear. And when Spurlock demonstrates the virtues of Mane 'N' Tail, a shampoo for both humans and their four-legged friends.
Unfortunately since it inevitably ends up where it started, the longer we spend down the rabbit hole, the less engaging the trip becomes. Even the moustachioed maverick's direction loses its early visual fizz once the novelty wears off.
For his next project, it would be nice to see Spurlock put substance before gimmick. But first, a word from his sponsors...