Friday, August 22, 2008

If you want your target to remember something, threaten to punch them.


 I remember the time my parents said that I was now old enough to visit a public restroom all by myself. I was about 4, maybe 5, and we were in a family-style restaurant. I wended my way around a few tables, found the right door without getting lost, did my business like an ace, but when I went to wash my hands, I couldn't reach the handles, even on my tippy toes. Determined to exit the men's room a bigger boy than when I went in, I asked a stranger for some help. The man obliged. He turned the "H" then he turned the "C" but the result was much too hot. So I scolded him for ignoring the obvious: "Hey Mister, don't you know I only have little fingers!"

 To a little kid, the world is big and adults are big and big can be scary. If you want to meet a little kid's approval, this is something to keep in mind.

 On my sixth birthday, my grandparents happened to be taking a cruise and they arranged it for my parents, my sister and me to board with them, all so I could see the big ship on my special day. It was a big deal. And once on deck, we heard that the greatest heavyweight boxer of
all time, Rocky Marciano, was also on board.

"Hey Pop," Pop was my grandfather, "Who's Rocky Marcy Anno?"


My grandfather called me Butch. (I have no idea why my grandfather called me Butch, unless perhaps I reminded him of a masculine lesbian that he knew.) "Well, Butch, let me see if I can track him down so you can find out for yourself." Pop must have been thinking that this would make my birthday extra special.

My grandfather disappeared among the tall crowd and returned a few minutes later. He had found Rocky on the other side of the deck and Rocky said he'd come over to shake the little fella's hand just as soon as he tended to a few fans. This gave my grandfather a moment to set the stage.

 Pop bent down, placed a hand on my shoulder and softly gave me the highlights. Rocky was the greatest. Rocky may not have been very tall, but he was tough and he was all muscle. And in his day, Rocky could have beaten up any one in the world. Anyone.

Then, probably because my grandfather wanted to make certain I would never ever forget this moment, he leaned in a bit further and urged, "And whatever you do, look at his hands. His hands are amazing. Don't ever forget those hands." 

 Now my grandfather may have thought that his words created
a desire to meet the man, but in actuality they scared the crap out of me. I imagined those hands to be like cannonballs, weapons, deadly weapons. As it turned out, I saw the hands, alright–I couldn't take my eyes off of them. Rocky Marciano shook my tiny paw and I didn't know if I'd ever get it back. His hands were like those old baseball gloves, round and stubby, but they were round mitt-like pulverizers of stone. I never once looked at his face. 

It wasn't until years later, after shuffling through a messy drawer in my parent's house–you know the drawer, the one that every family seemed to have, the one in which all the yellow Kodak envelopes accumulated–well, in there, I found a photograph of me and Rocky Marciano. I didn't know such a photo existed. I didn't even remember posing for it. To such a moment, I could attach no face. But there he was. My mom jarred loose enough of the details for me to remember what my grandfather had said, so I figured that I had taken my eyes off Rocky Marciano's hands long enough to pose for this photograph, though I was obviously distracted. If you saw my face, you'd see a little boy who was more than a wee bit worried. I was not in the moment. I was not on that boat. I was somewhere else, in some scary place inside my head. And I looked as if I was about to cry.

My grandfather had given me a pitch, but he didn't really know his target. He didn't know what kind of drama I would spark to. So, despite Pop's good intentions, recall was low.

Sunday, August 10, 2008

Oh the ads my relatives talk about around the barbecue.

 At every family gathering I will inevitably hear someone tell me, "You know what commercial I like?" or, "You know what commercial I hate?" If you're in advertising and you have relatives, you know what I'm talking about.
 
 Of course slight variations exist like, "You're in advertising? You know what commercial I absolutely love!" or, "You know what commercial I soooo hate? I hate that Empire carpet commercial–I hate that! That guy's voice is soooo weird!" You get the idea.

 One time–and I swear I'm not making this up–a few of them got into a conversation rating all the commercials of the past 10 years that have had talking or singing animals. I couldn't believe how many were recited and in what detail they were described. Predictably, a few adorable puppies were alluded to. Someone pointed out that the spot in which the dog tears through the house for, "Bacon, bacon, BACON!!! starts out funny but becomes annoying as the dog appears rabid. And, everyone gave a thumbs up to the Jeep commercial, the one where all the animals of the forest sing along to Andy Kim's 70's hit, "Rock Me Gently, Rock Me Slowly."  
 
 The best came from my aunt. She told me that she saw an Eclipse gum commercial which she dislikes so vehemently that, from now on, she will go back to chewing
only her Chowards, a violet scented gum that she's been digging out of her purse for as long as I can remember. I have a feeling she's 
not being entirely objective. It probably has less to do with the quality of the commercial, than the fact that her favorite nephew no longer works at the agency that has Eclipse gum. I love my aunt.
 
 My nephew loves the Apple commercials because the music is cool. He believes that it is the music that makes a commercial and doesn't understand why companies don't "get it" because it seems so simple to him.
 
 And my own father said, "You know what commercial I love? I love that Viagra commercial–you know, the one with the country band?"
 
 "Yes," I say, "I know it. You like the jingle?"
 
 He is unashamed. "What, you don't like that commercial? I love the way that guy sings, "I can't wait, I can't WAIT to get home."
 
 My dad does not understand why this commercial isn't my all-time favorite. So he would certainly not understand why I now suspect that I was adopted.
 
 But recently my niece widened the specs of the conversation. She asked me if I had ever seen the You Tube video for Ray Ban–it's almost a year old now–in which this rather cool guy, from points of varying difficulty, flips a pair of Wayfarers into the air to land perfectly on his friend's nose (http://www.youtube.com/watch?v=-prfAENSh2k). For my niece, this little product demo sticks to the conversation. As she saw it, we weren't talking about 30-second commercials on TV so much as were just talking about commercials, and about film. Film is magical and film can really make people feel something–regardless of the screen you view it on–and that is something you chit chat about around a barbecue.
 
 Anyway, sometimes I do wish that, after a long week, I didn't have to talk about work-related stuff, but I suppose it doesn't bother me enough to forgo a party or simply tune out. I guess way deep down, when they bring up the subject, it feels partly like a compliment–a backhanded compliment sometimes as in the case of the Viagra commercial, but nevertheless a compliment. Such is, I suppose, the glamour of film. Film is pretty cool.