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Plot: “The title came to me from Samuel Beckett’s book on Proust, in which he recalls that a new form of advertising appeared post-war, one that not only imposes a product, but also the time of day it has to be consumed: “Midday, seven o’clock: time for a Berger. ” I knew this advert but it was on rereading this passage that I realised how similar it was to the shot where I’m alone drinking a [glass of] Berger, with the label clearly visible, and where the church bells are striking seven o’clock