Blog No. 31
Sunday, March 7, 2010 at 8:11PM When I was a comedian I would never do stuff about adverts. To perform a routine getting angry about the vapidity and stupidity of some TV commercial seemed lazy and a cheap laugh. Of course TV commercials are stupid and vapid, they’re either trying to sell you something that is exactly the same as a hundred other products or something you don’t need in the first place! So why point it out?
Having stated that I would like to say I am extremely disturbed over what has happened to Mr Muscle. I am a fan of cleaning products and possess an incomparable range of creme cleaners, Cillit Bang, brass polishes and e-cloths. I think it was a year or so ago now when I noticed the change that had come over Mr Muscle. You will recall that the eponymous character featured on the range of cleaning products, Window & Glass Cleaner with Lemon Fresh Anti-Bacterial Action, Multi-Task Kitchen Oven Cleaner etc, that bore his name used to be a weedy fellow, with a thin arms and glasses in some sort of green suit. Now though he is muscled! Recently he has become a kind of muscle bound superhero with dark glasses, chiselled features and glossy hair. In his previous incarnation there was a large degree of irony in Mr Muscle’s appearance since the last thing he was was muscular, now that irony has vanished. There was a quote Russell Brand used twice on some TV doco he did last year "Tyranny is the deliberate removal of nuance". ( I tried to find who said it originally so I wouldn’t have to admit I’d got it off Russell Brand but couldn’t after spending at least two minutes on Google) and maybe he is right. Were people emailing the makers of Mr Muscle, SC Johnson claiming they were confused by the weedy man on their Lavender scented furniture polish or have SC Johnson decided not to offer such a level of semantic complexity from the fictional characters on the labels of their cleaning products in order to further the right wing removal of nuance from the public discourse? I think this is more likely.
Also is Toilet Duck going to be next?
In September I’m teaching an Arvon course in short story writing and as a preview at Free Word Farringdon Road on Thursday 18 March I’ll be doing a short reading at a special Arvon Open Evening. http://arvonfoundation.org/p75s350.html
