Sara Lamm, director of Dr. Bronner's Magic Soapbox, created a story of one of the most interesting of American businesses. Using an intimate approach, Lamm's cameras follow family members, zeroing in on Ralph Bronner in particular, to flesh out the legend of a man who was either mentally ill or a genius, depending on whose view is taken. If anyone has ever read the Bronner label, they are unlikely to forget its didactic, rambling, rhetorical statements, followed by many! exclamation! points! But the product it contains has stood the test of times as one of the most stable earth-friendly products. Geared towards the counter-culture client, it has nonetheless bridged the gap into mainstream sales as well. And the fascinating man behind the product, his family, and the family business practices are unique stories as well.
Dr. Bronner's Magic Soapbox Shows the Magic in Family
One of the most amazing aspects of the story of Dr. Bronner is the way his son has remained his advocate. Considering that Ralph was left in foster homes and orphanages while his father was trying to "unite spaceship earth," his loving attitude towards his father is remarkable. But his son continues to be a supporter of the Jewish father who survived the anti-semitism and the Holocaust or his era, twice escaped from mental institutions, and developed a company that was founded on helping mankind.
Ralph Bronner gives out hugs along with the multipurpose soap as he relates to people everywhere he goes. One employee of seventeen years proclaimed how magnanimous Dr. Bronner was -- but also how demanding and unusual he was. When she first came to work for him, he was sunbathing nude and offered her to join him, telling her not to worry, he was blind. Of course, the young woman was not blind and could see all there was to see of her new boss!
Sara Lamm's Film is as Generous and Unique as the Family She Profiles
The music behind the film is as quirky as Dr. Bronner himself. There is a casual feel to the film that is just right and very much in keeping with the Bronner family's very own down-to-earth style. The product profiled is an all vegan, all plant-based, non-toxic, organic soap that has been used for everything from cleaning teeth, washing walls, bathing, doing dishes, laundry, and even giving the dog a bath. The company was one of the first to use recyclable containers and organic standards. Despite the eccentricity of the founder, the film reveals a family steeped in love and their own brand of tradition, with 70% of profits going to charity and all management salaries capped at no more than five times the lowest paid full-time worker's salary. An interesting tale, and a touching tribute to one man's vision and the family he left behind.
- Reckon So Productions
- 88 minutes
- 2006
- NR
- Movie site
Barbara DeGrande - Barbara DeGrande is a writer, film critic, and blogger, with years of experience as a program developer. She has a Bachelor of Arts in ...
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