In its original form,"I'll never forget whats'isname"was briefly notorious for being the first mainstream film to use the "F" word.Mis C.White was the lady responsible - a giant leap for womankind indeed. Now its efficacy is blunted by constant use.Perhaps some clever person will one day invent another word one tenth as satisfying as F- dash used to be until the "Lady Chatterley" trial made in permissible in society,polite or otherwise.F - dash is what I say. The much - vilified Mr M.Winner pulled one out of the hat here. His theme of humanity being unable to cope with the strains of modern city life is repeated here(I suspect he would have loved to have made "Lost in Translation"). Although the Orson Welles character was alleged by the writer to have been based on Mr Winner,it is Oliver Reed as a disenchanted Cambridge man whose character is more like the director's. This is a very disturbing study of alienation.Mr Reed,whose subsequent career as a TV chat show drunk should not be allowed to overshadow his talent for playing menacing upper middle class charmers with secrets,is superb as the Public School ad man in crisis.His life implodes spectacularly and he uses the experience to make a commercial for Lute (Mr O.Welles,relatively restrained)that is deliberately horrific.It wins the award Lute longs for and Reed gradually recovering from his experiences decides to set up his own company in opposition. Don't be put off either by Mr Winner's subsequent career as a boorish food critic and appalling actor in TV ads,because,as a director,he was capable of making brilliant movies when the mood took him. Believe me "I'll never forget whatsisname" is one of them.