Errol Morris - 2000s

2000s

Although Morris has achieved fame as a documentary filmmaker, he is also an accomplished director of television commercials. In 2002, Morris directed a series of television ads for Apple Computer as part of a popular "Switch" campaign. The commercials featured ex-Windows users discussing their various bad experiences that motivated their own personal switches to Macintosh. One commercial in the series, starring a high-school friend of his son Hamilton Morris, named Ellen Feiss, became an Internet fad. Morris has directed hundreds of commercials for various companies and products, including Adidas, AIG, Cisco Systems, Citibank, Kimberly-Clark's Depend brand, Levi's, Miller High Life, Nike, PBS, The Quaker Oats Company, Southern Comfort, EA Sports, Toyota and Volkswagen. Many of these commercials are available on his website.

In 2002, Morris was commissioned to make a short film for the 75th Academy Awards. He was hired based on his advertising resume, not his career as a director of feature-length documentaries. Those interviewed ranged from Laura Bush to Iggy Pop to Kenneth Arrow to Morris's 15 year old son Hamilton Morris . Morris was nominated for an Emmy for this short film. He considered editing this footage into a feature length film, focusing specifically on Donald Trump discussing Citizen Kane (This segment was later released on the second issue of Wholphin). Morris went on to make a second short for the 79th Academy Awards in 2007, this time interviewing the various nominees and asking them about their Oscar experiences.

In July 2004, Morris directed another series of commercials in the style of the "Switch" ads. This campaign featured Republicans who voted for Bush in the 2000 election giving their personal reasons for voting for Kerry in 2004. Upon completing more than 50 commercials, Morris had difficulty getting them on the air. Eventually the liberal advocacy group MoveOn PAC paid to air a few of the commercials. Morris eventually wrote an editorial for the New York Times discussing the commercials and Kerry's losing campaign.

In the fall of 2004, Morris also directed a series of noteworthy commercials for Sharp Electronics. The commercials enigmatically depicted various scenes from what appeared to be a short narrative that climaxed with a car crashing into a swimming pool. Each commercial showed a slightly different perspective on the events, and each ended with a cryptic weblink. The weblink was to a fake webpage advertising a prize offered to anyone who could discover the secret location of some valuable urns. It was in fact an alternate reality game. The original commercials can be found on Morris's website.

Morris also directed a series of spots for Reebok that featured rapper 50 Cent. The spots featured a title design by The Wilderness.

In 2003, Morris won the Best Documentary Oscar at the Academy Awards, for his film The Fog of War, about the career of Robert S. McNamara, who was famous for having been the Secretary of Defense who had led the nation into the Vietnam War under Presidents John Fitzgerald Kennedy and Lyndon Johnson, and who was also crucially involved in having helped President Kennedy avoid a Third World War over the issue of Soviet nuclear missiles in Cuba. In the hauntingly re-enacted opening portion of the film concerning the background that McNamara and his pro-nuclear-war adversary U.S. General Curtis LeMay had shared together during World War II, director Morris brought out complexities in the character of McNamara, which the public had not previously recognized, but which largely shaped McNamara's positions regarding both the missiles-in-Cuba issue and the Vietnam War issue, and which therefore created the historical figure that McNamara turned out to be as the U.S. Secretary of Defense. In this documentary, Morris brought to a pinnacle the revolutionary technique that he had first introduced to the world in his 1988 The Thin Blue Line: the use of re-enactments in a documentary film—a technique (re-enactments) which had previously been thought to be inappropriate for use in a "documentary" film.

In early 2010, a new Morris documentary had been submitted to several film festivals, including Toronto International Film Festival, Cannes Film Festival, and Telluride Film Festival. The film, titled Tabloid, features interviews with Joyce McKinney, a former Miss Wyoming, who was convicted in absentia for the kidnap and indecent assault of a Mormon missionary in England during 1977.

Additionally Morris has been writing long-form journalism exploring different areas of his interest, published on the New York Times website. A collection of these essays, entitled Believing is Seeing: Observations on the Mysteries of Photography, was published by Penguin Press on September 1, 2011. In November 2011, Morris premiered a documentary short, "The Umbrella Man," featuring Josiah "Tink" Thompson on the Kennedy assassination, on the opinion page of The New York Times online.