I'll Never Forget What's'isname

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 and Orson Welles. The film deals with creativity and commercialism.

I'll Never Forget What's'isname
Directed byMichael Winner
Produced byMichael Winner
Written byPeter Draper
StarringOliver Reed
Carol White
Orson Welles
Harry Andrews
Marianne Faithfull
Music byFrancis Lai[1]
CinematographyOtto Heller
Edited byBernard Gribble
Distributed byJ. Arthur Rank Film Distributors (theatre)
Anchor Bay Entertainment (DVD)
Release date
  • 18 December 1967 (1967-12-18)
Running time
97 minutes
CountryUnited Kingdom


Disillusioned London advertising executive Andrew Quint (Reed) attempts to get back at his boss Jonathan Lute (Welles) 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 and destroying numerous cameras. The commercial is hailed as a masterpiece, and wins an award, but Quint hurls the award into the River Thames, and escapes into Swinging London.



The soundtrack by Francis Lai was released on LP by Decca Records.[1]


The film received generally positive reviews.[2][3][4][5][6]


In the United States, the film was denied a MPAA seal of approval due to a scene between Oliver Reed and Carol White which supposedly implied cunnilingus.[2] Winner, in his audio commentary, said he considered the scene to show masturbation. The Catholic League inaccurately described it as "fellatio". 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 US and its replacement with a ratings system.

The film has been incorrectly named as the first mainstream film to propose the use in the dialogue of fuck. In fact, the BBFC certified the film after demanding the removal, or at least obscuring, of the word fucking in June 1967, three months later than Ulysses, which suffered heavier cuts. The error seems to have arisen because of a longstanding lack of easily obtainable film release date information.


  1. "Decca Issues Varied Spring LPs". Cash Box. 20 April 1968. p. 54.
  2. Winner, Michael (2013). "Michael Winner: Winner Takes All: A Life of Sorts". Pavilion Books. ISBN 978-1-909396-21-0.
  3. Schickel, Richard (17 May 1968). "A Bitter No-Exit from Success". Life. p. 12.
  4. Rexroat, Gary (14 October 1958). "Movie Depicts Society Vs. Arts". The Kentucky Kernel.
  5. Maltin, Leonard (2007). Leonard Maltin's 2008 Movie Guide. p. 655. ISBN 978-0-451-22186-5.
  6. Craddock, Jim (ed.). VideoHound's Golden Movie Retriever 2007. p. 430. ISBN 978-0-7876-8980-3.
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