comfort and joy

There were a series television commercials when I was a kid that fascinated me. They were commercials for Cream of Wheat, the hot breakfast cereal, perennially overshadowed by its more celebrated oaten comrade. The commercials all depicted approximately the same premise and message. A boy or a girl — or, sometimes a boy and a girl — are seated at a typical family breakfast table, spooning heaping servings of Cream of Wheat into their hungry maws while an authoritative voice expounds on the nutritional value of the less-popular, bastard cousin of breakfast stalwart oatmeal. Then came the most exciting part of the commercial. After slurping down the last vitamin-filled glob of Cream of Wheat, the child would tie on a scarf, zip up a jacket and head out for a day filled with running and jumping and other stuff kids were expected to do in the early 70s before their eyes were glued to a video game or a smartphone screen. But — and here's the part I loved — before they left the house, a ghostly bowl of steaming Cream of Wheat would rise off the table and float eerily about the child's head. When the child left the house, there was that bowl of Cream of Wheat, animated tendrils of warmth swirling above its cartoon rim, hovering protectively just inches from the child's head. The announcer reassured us that the vitamins and energy packed into each delicious bowl of Cream of Wheat followed your child and stayed with them throughout the day.

Well, I was sold. I begged — begged! — my mother to buy Cream of Wheat. And, she did... along with a big cardboard canister of Quaker Oatmeal for my father, because my father.... well, my father wanted what he wanted...and that was oatmeal.... and not that "creamy wheat" shit.... oh, and cigarettes. On weekends in the winter, and sometimes if I got up early enough before school, my mom would make Cream of Wheat for me. There was no instant Cream of Wheat when I was a kid. No instant boiling water and certainly no microwaves. My mom would actually cook the Cream of Wheat in a pot on the stove, closely following the detailed directions printed on the side of the box. She'd carefully measure each precise quantity of water and dry grainy Cream of Wheat in a large glass measuring cup. She'd bust out her jailer's ring of aluminum measuring spoons to dole out the exact amount of salt the recipe called for. I'd wait impatiently, watching my mom stir and stir and stir the contents of that little pot until the allotted time had passed (again, according to the recommendation from the good folks in the trusted test kitchens of Nabisco's Cream of Wheat Central). My mom would grab a bowl from our kitchen cabinet. Setting it down on our kitchen table, she'd tip the pot slightly, allowing the golden gloppy mixture to lazily flow into the bowl. Then, she'd add a pat of butter, a few generous teaspoons of sugar and a splash of milk, again, adhering to the "serving suggestions" from the hot cereal authorities at Nabisco.

I ate that Cream of Wheat and I really liked it. I liked the creaminess (hence the name!). I liked the sweetness, not realizing that it was due to the ridiculous amount of sugar my mom added. I liked the smooth texture (what they call "mouth feel" now, thanks to a slew of pretentious Food Network programs) and I liked the warmth it provided as it made its way to my stomach. I was, however, very disappointed that I didn't have a ghostly bowl follow me for the rest of  the day, like in the commercial. Oh, believe me... I looked. I looked a lot. I tried to spot it in my peripheral vision. I tried to spy it lurking above my head or ducking behind a tree as I walked to the school bus stop. After a while, I resigned myself to the fact that the floating bowl only followed those kids on television. But, I still ate Cream of Wheat.

Now, I am almost 65 years old. I hate winter. I hate the cold. I hate snow. I hate shoveling snow. I hate driving in the snow. I hate worrying about other people driving in the snow. I hate going to work in the dark and coming home in the dark. The only thing about winter that I do like is Cream of Wheat. When the temperatures start to drop and Canadian winds blow cold air down to our area, that's when I buy a box of instant Cream of Wheat to supplement my regular breakfast of cold cereal. Unlike the days of my youth, when my mom would avail herself of the elaborate ritual of Cream of Wheat preparation, I can just empty a premeasured envelope of dry Cream of Wheat into a bowl, add two-thirds of a cup of water and pop it into the microwave. One minute and thirty seconds later, I have a hot bowl of Cream of Wheat, all ready to receive a small scoop of non-dairy margarine (instead of butter) and two packets of Splenda substituting for the sugar my mom insisted on adding. That first spoonful brings me right back to my childhood kitchen table. When they talk about macaroni and cheese and real mashed potatoes being "comfort foods," I always think of Cream of Wheat as my "comfort food." I am still comforted by Cream of Wheat. Remember that climactic scene in Ratatouille when surly food critic Anton Ego is mentally transported back to his childhood by a single taste of a dish from his distant past? That's me and Cream of Wheat! It reminds me of a time when my biggest concern was which cartoon to watch on Saturday morning. It takes me back to a time when I didn't have to hear some asshole supermarket owner tell me to make the price of blueberries in his store's ad three times its current size and to move that can of soup just a skosh* to the left. It's simple. It's calming. It's comforting. 

Yes sir... Cream of Wheat sure is good.

And I'm still looking for that bowl floating behind my head.

* Yeah, that's how it's spelled. I looked it up.

www.joshpincusiscrying.com

I fought the law

DISCLAIMER: If you are a lawyer, you might want to skip this week's entry on It's Been a Slice. I know how sensitive lawyers can get and I know how insulting I can get. In this post, I will knowingly make blanket statements and unfounded claims with little to no proof to back them up. If you are a lawyer, you won't find this particular post funny. (As for the rest of you, you may not find any of my posts funny, but I am addressing just the lawyers right now.) I am giving you fair warning to get out now.

I worked in the marketing department of a fairly large east coast law firm for nearly ten years. In that time, I grew to really, really hate lawyers. For the most part (uh-oh! here comes one of those blanket statements I was telling you about!), I found them to be arrogant, condescending know-it-alls who were convinced that just because they went to law school, they were capable of doing your job in addition to their own. They were experts on everything. They were a source of knowledge on just about any subject. On a personal level, I was often given unsolicited design advice and instruction from lawyers. 

It's complicated.

The firm that employed me was very aggressive when it came to marketing and the marketing department boasted over a dozen members. Nevertheless, lawyers constantly injected their own ideas, based purely on the fact that they went to law school. Once, I was designing an invitation for a conference in our Harrisburg office. The lawyer I was working with asked for the size of the invitation. In a telephone conversation, I told him it would be in postcard form, measuring eight and a half inches wide by five and a half inches high. He said he could not visualize it and requested a printed sample. I asked if there was a ruler available in his office. Again, he pressed for a printed, actual size sample. I told him it was the size of a regular piece of copy paper — one that is currently in a tray in the office Xerox machine — folded in half widthwise. He was not interested in any sort of exercise in origami. He demanded — demanded, I tell you! — a printed sample. I was convinced that, despite his years of college and law school education, this guy was either too important or too dumb to know how to operate a ruler.

One of my other jobs at the law firm was producing standard "support" ads for program booklets. These are very generic ads, usually offering "congratulations" or "best wishes" for someone being honored by a local organization. These ads were solicited to raise additional funds to either lessen the overall cost of an event or to contribute to a charitable entity. Because the law firm placed so many of these kinds of ads, the ordering process was streamlined to a few clicks on the firm's intranet. Every so often, an attorney - who was placing one of these ads - would request a full-color version. I would check the specifications from the organization to see if they allowed for color. If they did not, I would inform the attorney that the booklet in question would be in black & white. This, of course, would lead to an argument, because you cannot tell a lawyer that they can't have something they want. I would explain — again — that the booklet would be printed in just black ink. In some cases, I was ordered to submit a color ad and "see what they could do." Of course, "what they could do" was to tell me to resubmit a black and white ad.

Another time, I was having a heated discussion with a co-worker in her office. Perhaps our exchange got a little too loud and our voices carried out into the hallway. One of the firm's lawyers poked his head into her office. I expected him to tell us to keep our voices down, which would have been understandable. But, no... he actually began offering ways in which we could solve our little disagreement. My co-worker and I were so taken aback by the uninvited hubris this guy exhibited that we nearly forgot what were were arguing about.

Yet another of the firm's lawyers supplied a mailing list of contacts to whom he wanted a mass-mailing sent for an upcoming seminar that he would be hosting. He was very specific about the names included on the list and asked the woman in charge of mailing to pay close attention to the list — not to add any of the firm's other contact lists to his special list. The invitation was prepared, printed and mailed to his special list, as per his instructions. After a reasonable amount of waiting time, the seminar was canceled for lack of interest. The special list received not a single reply.

I was relieved of my position at the law firm just before Spring of 2018. I have had three jobs since then. But, my feelings toward lawyers have not waned. 

If you are a regular reader of this blog (besides me, I wonder why anyone would be a regular reader of this blog), you know I spend an inordinate amount of time watching television. I have taken notice of several commercials for local law firms — two in particular. The first features a local lawyer discussing his various case wins with a group of folks in a relaxed setting. Everyone is seated on a sectional sofa while the lawyer expounds on his winning record — delivered in a tone that's a strange combination of empathy and arrogance, with the "empathy" part sounding very insincere. The lawyer in the commercial reminds me of a lawyer I encountered almost ten years ago when an alleged UPS employee sued me (via my insurance company) over an alleged fall on my property. He is slimy and weasle-y and in a gazillion years I would never hire this guy to represent my interest in anything.

In another series of commercials for another Philadelphia law firm, the two principals are shown discussing important facts of a pending case (I assume) while strolling past prominent and recognizable sights in Philadelphia. There are scenes of them near the Liberty Bell and Independence Hall and City Hall. (I suppose they opted against showing them cavorting with Gritty and that's probably for the best.) Both gentlemen are dressed in tailored business suits. One of them, however, desperately needs a haircut. Up front, he has a receding hairline, but in the back....? It appears as though he leapt from his barber's chair to attend to an unexpected emergency and never returned to finish up his haircut appointment. Ever. And that appointment was months ago. I'll tell ya... if I decided to employ the services of this particular law firm and this guy and his "bushy bushy blond hair-do" walked into the office for our first consultation, I would immediately show myself to the door. There ain't a jury in the world who would take this alta kaker and his flowing locks seriously. Plus he reminds me of an old boss that I hated.

I actually have plenty more to say about lawyers, but I think I've made my point. Plus, I probably have lost a few readers.

So, sue me.

www.joshpincusiscrying.com

tell me sweet little lies

Having spent most of my career in some aspect of the advertising business, I love and appreciate good and clever advertising, so I pay close attention to commercials during the inordinate amount of television that I watch.

"It's Dad.... and there's no Santa Claus."

About two years ago, Pepperidge Farm rolled out a new ad campaign to promote their line of Milano® cookies. The 30-second spot focuses on a woman alone in the bathroom. She is wrapped in a towel, lounging on the floor in front of a bathtub filled with children's toys. She is savoring each luxurious bite of a Milano® cookie with her eyes closed. Suddenly, she sees the locked doorknob begin to jiggle and a child's voice, from the other side of the door, questions: "Mom?" The woman bolts upright, furrows her brow, clears the cookie crumbs from her throat with a muffled cough and, with a put-on lower register in her voice, she replies: "It's Dad." Satisfied when she hears the pitter-patter of small feet retreating from the other side of the door, she resumes munching her cookies in serene privacy, while a voice-over states: "You gave them your bathtub. Don't give them your cookies. Pepperidge Farm Milano®. Save something for yourself." 

I hate this commercial.

No relation.

Wait. Wait. Wait! The commercial execution is fine, the actress is effective in the role and they certainly convey their message. What I hate is the message. Pepperidge Farm has always positioned their cookie category as being sophisticated and geared their advertising towards adults. I understand this and "positioning" is a key part of effective advertising. By not purposely going after market heavyweights like Nabisco and Keebler, Pepperidge Farm has essentially taken themselves out of the major brand cookie competition by creating the "Distinctive" line of cookies, thus creating a niche category the other brands don't have.

What they have also done is advocated lying. Specifically, lying to your children. Let's imagine, for a second, what happens after the tagline is read by the voice over and the commercial ends. The kid on the other side of the door wanders off looking for Mom — while Mom polishes off the remaining Milanos® in the bag. The kid strolls in to the living room and discovers Dad reading the paper. She is confused. "Dad?," she begins, "I thought you were in the bathroom." Dad looks up from the paper, himself confused. "What are you talking about?," he says, "Why would you think that?" The child explains that when she tried the locked bathroom door and questioned the occupant, a deep voice replied "It's Dad" and I'm sure I heard someone eating. I figured it was you, since you're the only one in this house disgusting enough to eat in the bathroom. Mom would never do that. And Mom would never lie or hide food from me." Dad frowns. He tosses the paper to the floor and stomps off to the bathroom to get to the bottom of this. He pounds on the door, demanding his wife let him in and explain this situation. The wife opens the door and, brushing cookie crumbs away from the corners of her mouth, exclaims that it is none of his goddamn business what she's doing in the bathroom. Then she goes on to explain that if she wants to eat a goddamn cookie in this God-forsaken house, she has to sneak them away from that fucking locust they have for a kid. The fight escalates. The kid cries. Soon the couple considers trust issues in their relationship and are now headed towards divorce. All because Pepperidge Farm forced Mom to tell a lie.

Is Pepperidge Farm happy with creating such familial turmoil is the name of selling a few more cookies? I am calling out Pepperidge Farm for the irresponsible message in their advertising. But, as far as the advertising world is concerned — mission accomplished! I remembered the name of the product.

Maybe I even gave them a new company tagline....

www.joshpincusiscrying.com