I'll Never Forget What's'isname

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I'll Never Forget What's'isname
Directed by	Michael Winner
Produced by	Michael Winner
Written by	Peter Draper
Starring	Oliver Reed Carol White Orson Welles Harry Andrews
Music by	Francis Lai
Cinematography	Otto Heller
Editing by	Bernard Gribble
Distributed by	J. Arthur Rank Film Distributors (theatre) Anchor Bay Entertainment (DVD)
Release date(s)	18 December 1967
Running time	97 mins
Country	United Kingdom
Language	English
IMDb profile

I'll Never Forget What's'isname (DVD box title: I'll Never Forget What's 'Isname) is a 1967 British film directed and produced by Michael Winner. It stars Oliver Reed as disillusioned London advertising executive Andrew Quint, who revolts against his boss, Jonathan Lute (played by Orson Welles), and escapes into Swinging London.

In the United States, the film was denied a MPAA seal of approval due to a scene between Oliver Reed and Carol White which implied (but did not actually show) oral sex (Winner, in his audio commentary, said he considered the scene to show masturbation. The Catholic League inaccurately described it as "fellatio," even though it is the woman who is receiving.) Universal distributed the film through a subsidiary that was not a member of the MPAA. Along with a similar scene in Charlie Bubbles (1967), this helped to bring about the end of the Production Code in the USA and its replacement with a ratings system.

The film is often named as the first mainstream film to use the word fuck in its dialogue. Another contender is Ulysses, which was released the same year.

The film deals with creativity and commercialism. Quint attempts to get back at his boss by making a negative-commercial reusing themes from earlier in the film, including Lute saying "The number one product of all human endeavor is waste...waste." The commercial, advertising a Super-8 camera talks about capturing events while you still can before everything is destroyed and discarded. It ends with Quint operating a car crusher destroying numerous camera. The commercial is hailed as a masterpiece, and in disgust, Quint hurls the award into the Thames.