Monday, 21 July 2025

I want to be alone? Or maybe not.

 


Nivea must have waited a long, long time to find its purposeful answer to Dove, the great grandmamma of all purpose campaigns. But here they are, and the societal issue they’re tackling is a biggie.

The global loneliness epidemic.

A new film, created by Publicis One Touch, spearheads the campaign. The central idea is “We are not alone in feeling alone” (thanks, Sting!). The film uses ET-style aliens to represent that feeling of “being from another planet” when you don’t feel included and part of things. But the melancholy aliens quickly metamorphose into humans with friendly words and kind gestures.

The film is part of a  long-term campaign package to fight social isolation, called NIVEA CONNECT 

Now, I think the good people at Nivea and their agencies have their hearts in the right place, but there’s another connection that's missing for me.

Why Nivea? What has skin cream to do with loneliness? I can understand someone like Telekom picking up on human connection - or a food or drink brand that’s shared. In fact, Cadbury’s in the UK have had a campaign on the theme of kindness and generosity for years. 

And ... there’s Coca Cola. The Nivea film reminded me of an ad from 16 years ago:


The creative idea is related - but in my view much stronger.

What stays in my head from the Nivea film? A rather mawkish melancholic mood, depressing depictions of victimhood. 

And from Coca Cola? 16 years later it’s still bringing a smile to my face and I’ll be humming the song all day. 


Wednesday, 16 July 2025

BREXILE: Never Turn Back

 


Unlike this sleepy swing, things are moving pretty damn quickly with the Brexile plans. Quicker than I would have liked, ideally - I have accepted an offer on my house. The last few nights have been as good as sleepless, wondering What On Earth Have I Done? 

This is going to hurt. A lot.

I knew it wouldn’t be easy. I wrote the following back in Feb 2021, mid-pandemic. It’s without doubt the most personal thing I’ve ever posted on this blog. A few months later, in June 2021, I spent a quarantine summer in the house, alone. That’s when I took the photos. It brought me closer to the place once more - and made those ties even more difficult to sever. 

But the longer I leave it, the more formidable that cloud becomes.

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NEVER TURN BACK

 

‘It’s a forever home,’ said the taxi driver in a twinkling Sarf London accent as he pulled into the drive. I looked at my mother’s house – like one of those social media memes where children’s drawings are brought to life – and nodded. We’d talked all the way from the airport, me about my ageing mother, he about his plans to retire in Spain. He was the sort – a Dave, or Phil, or Kev – that I’d been to school with, and had spent my twenties and thirties trying to escape. And now here we were, he ready finally to flee the Home Counties nest, seeking adventure, and me returning to my roots.

 

My parents always told me that I chose the house. I’ve never been quite sure if that was one of those semi-truths that parents explain to indulge their offspring that eventually take on mythical status in the grown offspring’s mind. I do have a very, very vague recollection of dogs, dogs in the quiet cul-de-sac of shiny new houses. I was obsessed with dogs as a small child. Maybe I chose the dogginess, not the house.

 

The house is (give or take) the same age as me. Twenty-seven detached houses were built in the grounds of a grand house that was repurposed as an Old Folks’ Home, as such places were called in the 1960s. The houses all bore the same style but varied in the brick colour – reddy-pink, yellow, or white stucco, like the layers of an Angel Cake. Some more generously sized, others smaller. All with a miniscule (to 21st century eyes) single garage, the doors painted in cheerful Matchbox toy colours. Ours was a summer sky blue, next door’s a British Racing Green.

 

We moved in in the spring, as the horse chestnuts on either side of the hill were in bloom. My bedroom was at the back of the house, overlooking a garden with lavender, snapdragons, roses and apple-trees. And oak woods at the back. 

 

Together we’ve climbed hills and trees, 

Learned of love and A-B-Cs, 

Skinned our hearts and skinned our knees 

Goodbye, my friend … but no, not yet.

 

I could walk to school from the house, to Scottish dancing, and ice cream with tinned fruit salad if we were lucky, prunes and custard if we weren’t. Netball games and making cross-stitch tray-cloths. Poetry (of a certain kind) also featured on the curriculum and two poems stayed in my mind – in fact, I probably did what I’d now call a mental mash-up of the two. Hardly surprising as they were both on the same theme, and probably written around the same time:

 

I remember, I remember

The house where I was born,

The little window where the sun

Came peeping in at morn;

 

… and

 

… It made the Paradise complete:

My early home was this.

 

But a paradise is never stable. As I grew, I accumulated thoughts and ideas that didn’t fit in that “bower of bliss”. It became a prison in my mind. I didn’t want to have friends round as I was ashamed of my father’s posh voice and my mother’s fur coat. The garden became a chore, the bedroom – now decorated in turquoise, olive green and orange – somewhere I hid furtively to write pretentious poetry and cut pictures of dubious rockers out of the NME. We drank tin party barrels from Watneys in the woods, made bombs, and experimented with smoking sunflower leaves.

 

I couldn’t wait to leave.

 

In my twenties, I bought my own flat – decorated with one or two bits and bobs from the old place that I considered ironic in their slight tackiness, but otherwise all furnishings were new. My parents would talk about me coming home for Sunday lunch, but I saw it otherwise. Going to Camberley was a duty, a rather arduous one at the time, which inevitably involved drinking sherry on top of a hangover at some ungodly hour. Home: unwittingly, I drifted into being someone that didn’t really have a home. I lived in hotels, slept on aeroplanes, kipped round at friends’ places at weekends and disappeared off to weekend cottages with gangs of chums, in a Richard Curtis film sort of way. I was one of those devil-may-care Anywhere people. Wannabe global elite. Probably quite obnoxious.

 

In March 1996, I jumped the great ship Britannia as she sailed towards the island of Cool. My one-way ticket cut through the Heathrow fog like a landing light. Terminal 1 echoed with finality – no going back? London still slept but my mind already marched to the beat of the Teutonic clock. My heart followed more than willingly, long lost in the mists of a fairy tale. My mother, in some of her more dramatic moments later, called this an abandonment. I didn’t see it that way. I was European. I could come and go as I pleased. It was only later that I realised that this wasn’t about me. It was about my father, by that time already ill. 

 

The last years of the 20th century were probably the furthest I’ve been, emotionally, away from my early home. The new Millennium marked my slow return. A birth and a death in unbearably quick succession. Taking my infant son back to my family home for the funeral meant the aviation genes in his blood would be stimulated, and he’d grow up knowing this place too.

 

It was a rediscovery, each time we flew across to the UK. The swing in the garden, painted dark green by my late father, the oak woods waiting for us, along with the toys in the toy box, the Puffin books, the sherry in the cocktail cabinet of the Ladderax, and my mother’s fur coat which Marius could dress up in and pretend he was going to snowy Narnia. I’d toppled off the career ladder (was I pushed, or did I jump?) and didn’t really give a toss. I now had Somewhere – two Somewheres – two Places for Us to accumulate not just stuff but memories, opinions, friends, hobbies and responsibilities, all in a glorious binocular muddle.

 

When one Somewhere became too much, I’d know the other was waiting for me and jump in the car.

 

Before she died, my mother asked what I’d do with the house. I was honest and said I didn’t have a clue – there were more pressing matters on my mind, like how long she had left, and whether she was in pain. 

 

‘Perhaps you’ll live here,’ she said, hopeful as ever.

 

The pandemic has put its killjoy foot firmly down on my double life and my flitting across the channel. The neighbours sent jolly pictures of bunting for the VE Day Anniversary Street Party last year, and recently crocuses from the wooded area up the hill. My brother checks on things, rather half-heartedly. This friend or that one makes helpful suggestions. You could rent it out. It’s a good time to sell. People are moving out of London. You could turn it into a writing retreat (I know, I know – they mean well).

 

In my sleeping and waking thoughts, the house lurches around from being the most cumbersome, resource-leeching and ridiculous of white elephants, to being some sort of paradisical life-force source, to being a magnificent mythological cabinet of curiosities, to being a domestic disaster waiting to happen.

 

In German, there’s a verb abnabeln – translated as “to cut oneself loose”, literally, to cut the umbilical cord. I know this is what I will have to do one day. But currently I cannot begin to countenance it. The pandemic is a frustration, but also an excuse. We all like to wallow in the comfort of helplessness. 

 

When I do summon up the wherewithal to say goodbye to the old place – at least in its bricks and mortar form, I hope I can heed the words of aviatrix and adventurer Beryl Markham: 

 

I have learned that if you must leave a place that you have lived in and loved and where all your yesteryears are buried deep, leave it any way except a slow way, leave it the fastest way you can. Never turn back and never believe that an hour you remember is a better hour because it is dead. Passed years seem safe ones, vanquished ones, while the future lives in a cloud, formidable from a distance.

 

It’s going to take every ounce of courage I have not to turn back and take one last look at my early home. 

 

Wish me luck!

 

P.S: July 2025

… The cloud clears as you enter it. I have learned this, but like everyone, I have learned it late.

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Wednesday, 2 July 2025

RETROWURST: documenta July 2007

 


This month’s Retrowurst is a step away from the vulgar world of commercial creativity into the world of art for art’s sake. 

Or is it?

See what I had to say about the frankly weird experience that is documenta, back in July 2007.

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This month, Extrawurst is going to be a little different. I am not going to write about brands or marketing as such, but about an event. But, perhaps, as brands are meant to be moving towards becoming total experiences, this will not be totally irrelevant.

 

The event in question is “Documenta”. For those of you who are not familiar with it, Documenta is an exhibition of contemporary art, held every five years in the town of Kassel. Artists from all over the world are featured and I suppose it is Germany’s version of the Venice Biennale.

 

Documenta was founded by the artist Arnold Bode, and the first exhibition was held in 1955 as part of the Bundesgartenschau (Federal Horticultural show) that was taking place in Kassel at that time. We are now onto Documenta 12 this year and the exhibition runs for 100 days through the summer months.

 

Before I get on to my experience of Documenta itself, it’s worth taking a look at the home of Documenta, Kassel. To be quite honest, Kassel seems an almost bizarre venue for such an international art event. For those of you who have been to Venice during the Biennale, I am sure you’ll agree that the whole thing “fits” somehow, with modern art works taking temporary residence in some of Venice’s most famous ancient buildings as well as the specially constructed country pavilions, themselves of architectural interest.

 

Kassel, however, is a lump of a town with a decidedly split personality. Although it is in the middle of Germany, topographically, it is a town that really feels as if it is in the middle of nowhere. There are no major airports nearby and one travels on the train towards Kassel through what seems like unending (if pleasant enough) countryside of rolling hills and fields. Kassel itself is dominated by fading Teutonic melodrama. A huge statue of Hercules stands atop the hill that overlooks the town. Beneath Hercules are the Schloß and its park – all grottoes, follies and classical temples. But Kassel also has a huge industrial area and one of the highest crime rates in Germany.

 

During Documenta, the town takes on a different face. Not only through the throngs of visitors from all over the globe but also from the works of art that incorporate themselves within the town. This can be in a way obvious to all, like the huge poppy field accompanied by “revolutionary songs” by a Croatian artist that has turned the conservative Friedrichsplatz into a “red square” for the summer, or the 1,000 Chinese nationals who have been invited by a Chinese artist to Kassel to “be” in the German city for a few weeks. Or it can be in a more subtle way, noticed only by visitors, as provocative modern works hang side-by-side with “Flemish painting of the nobility” in the Kassel gallery.

 

For Documenta this year, the main Leitmotifs have been based on three questions: Is modernity our antiquity? What is bare life? and What is to be done? Whether it is a result of these questions or not, many of the works of art on show are very heavy, dealing with war, dispossession, rape and torture, refugees and the aftermath of colonialism: all in all, Documenta 12 doesn’t exactly make for a fun day out for all the family! In addition, most of the visitors seem to be of the particularly earnest sort, scribbling in notebooks and fiddling with their glasses.

 

The result of all of this über-earnestness is that the German media and general public love to poke a bit of fun at Documenta, even if one senses a little bit of hidden pride behind it all in the “we’ve got our eccentric and creative types, too” sense. One artist ran into trouble with the Kassel Straßenverkehrsamt or municipal road authorities when she changed the white lines on some of the roads in Kassel to crosses. This conflict between German rationality and artistic creativity made for a few good news stories. Or there was a touch of Schadenfreude when the severe storms resulted in the collapse of a sculpture outside and part of the main pavilion being under water. In the first case, the artist declared his sculpture to be more beautiful in its collapsed state than in the original, so all was well in the end.

 

I wondered if these paradoxes are what give Documenta its charm. As an event it is unexpected and almost eccentric. It would simply not work as a concept on paper because the bits don’t really fit together. Another part of its charm is that it is almost utterly devoid of any signs of commerciality. The only sponsorship that I saw was from Sparkasse (the Savings Bank) who had sponsored the audio guide. And although a design agency had been commissioned to create signage, a “look” for the attendants and an orientation system, this was unobtrusive to the point that it was fairly easy to become disorientated and lost. But this was, in reality, not a bad thing, as the disorientation led one to works that one normally might have missed.

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I became quite a documenta fan following that visit. I attended documenta 13 in 2012 and 14 in 2017. If my memory serves me correctly, Ben and Jerry’s did some brilliant branding at 2012 which kept a certain young lad from being completely bored out of his skull. And 2017 took place partly in Athens (although I only made it to Kassel) and I recall a brilliant work which was a Parthenon-style installation of banned books.

But I didn’t go in 2022 (15). I wasn’t the only one. Like so many things these days, it all got nasty and ugly and political. Not what I needed just as we were emreging from the Covid Hell. 

And 2027, documenta 16? Who knows. One thing is certain, though. I don’t think any multi-millionaires will be tempted to hold their nuptials in Kassel.