Immortality
Wednesday, November 8th, 2006We all crave a measure of it. And for most of us, the Internet is our archive. The likes of YouTube and Blogs like these feed on our collective need to believe that what we think and have to say matters, not just now but for future generations. We create legacies because we want to feel that we are here for reason, that our lives and existence can and does make a difference, is worth remembering.
I recall Kundera, albeit imperfectly. He narrates a story, and within that narrative exists Kundera the character. Kundera transcends life through Kundera, and both cheat death through the reader’s memory. Whatever else historians may say about Kundera five hundred years from now, his wonderfully-written meandering hypothesis has immortalized his consciousness in mine, because at this moment, 11 years on from having read Immortality, I write about him and I recall Kundera, albeit imperfectly.
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We blog. We make short films. We make studio films. We compose music. We write poems. We draw. We paint. We sculpt. We build. We procreate. We are egoistes, all.
When I was younger, I wanted to be a writer or poet. I was just good enough, marginally talented enough, to constantly find the encouragement needed to keep the flame flickering. Then I stumbled into college and found myself surrounded by the works of dead white men. Studying their words, admiring their craft, in awe of their brilliance — it’s crazy to say this now, but it felt like too much pressure to live up to an aspiration shared by these luminaries. So I gave it up. Frankly, I don’t think I’d ever have made it anyway. Too lazy. Too insecure. Too impressionable. Too much style, too little substance.
And here I am, at my desk at work on a Tuesday evening, pondering my own legacy when I move on (for surely I will some day). Advertising is the playground of imaginations that seek immortality, since the output of all work here is tangible in a most public sense. The opportunity to see a commercial or print ad that originated in your mind is what draws most designers and copywriters into this field, though few will readily admit it. Like everyone else in this line of work, I have a thick portfolio full of ads I’ve worked on. But unlike most, I have no pride in that output. Too much of that work is forgettable to me. It stood out at the time of need, it beat out rival pitches, it starred with the client. But it has not grown in stature with time. This is not because the work itself was technically poor, but rather, as I discover more and more each day, that I am reluctant to allow my achievements to be defined by collaborations, and my life in advertising has been entirely collaborative. All career long, I have suppressed my instinct to own an ad entirely in order to hone the team’s development, and now I look back at a trail of work that, because not completely my own, often feels compromised. I stare into this void, and it stares back.
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What idealized versions of ourselves do we seek to preserve? We are never as hilarious or thoughtful or clever as our various manifestations of ourselves would lead people to believe. We are always less than the creative abstract of our immortalising instinct. But even though we are not what we write, in time to come, that is all we are.


Rosita saunters into office, tardy as usual. She will soon discover that something precious is missing.
Rosita confronts a defensive Scaredy about the missing Kit Kats
Scaredy ponders escape, but…
Tino warns that there is no hiding from the family.



