A lovelorn copywriter confronts his father’s death as he races to create a Super Bowl spot
Truth in Advertising. By John Kenney. Touchstone/Simon & Schuster, 308 pp., $24.99.
By Janice Harayda
Two kinds of creative people work in advertising, the hero of John Kenney’s first novel observes: “Those who think they’re smarter than the client and those who are successful.” It’s an old joke, but Kenney puts spring its step in this romantic comedy about a lovelorn copywriter at a high-flying New York agency.
At the age of 39, Finbar Dolan is recovering from a broken engagement when he faces back-to-back crises during an unlucky holiday season in the age of iPods and eight-dollar cupcakes. Fin and his colleagues are racing to produce a Super Bowl commercial for “the world’s first eco-friendly, one-hundred-percent biodegradable diaper” when he learns that his estranged father is dying. This setup invests Truth in Advertising with a staple of the modern romantic comedy, a hero with a more urgent goal than finding love, and the plot borrows a few clichés from that cinematic genre. If you can never have too many of those scenes in which two characters ultimately confront their feelings for each other in an international departures terminal at a packed airport, this book is for you. The novel also appears to pander to Hollywood with an episode in which a lawyer summons Fin and his siblings to his office for a “reading of the will,” an act that today occurs mainly in movies.
But Kenney satirizes with a sure hand the profession in which he worked for 17 years. His lovers’ follies pale beside those of his clients, account executives, creative directors, office assistants and “insufferable human resources women with their easy detachment and heartless smiles,” who say things like: “You’re eligible for Cobra and the family plan is only $1800 a month.” And he gives his narrator an appealing wistfulness that suggests the cost of years of artistic and moral compromises. For all of his encounters with celebrity endorsers like Gwyneth Paltrow, Fin remains a man who has had enough illusions knocked out of him that he no longer fantasizes that the producer Aaron Sorkin will see his work and demand to know who wrote it: “There’s a voice beneath the mail-in rebate copy that feels very fresh to me. Who is this guy?’”
Best line: “They call us creative. Baloney. The inventor of the corkscrew was creative. The irony of advertising – a communications business – is that we treat words with little respect, often devaluing their meaning. The all-new Ford Taurus. Really? Five wheels this time?’
Worst line: “Every one changed their own baby’s diaper.” This line refers to a group of that consists only of women. “Every one changed her own baby’s diaper” would have been smoother and more precise.
Published: January 2013
About the author: Kenney worked at the Ogilvy & Mather agency and contributes to The New Yorker.
Jan will cohost a Twitter #classicschat on The Great Gatsby on Friday, May 10, at 4 p.m. ET at which the novelist Alexander Chee will discuss F. Scott Fitzerald’s masterpiece. Please join us! You can follow Jan on Twitter by clicking on the “Follow” button in the sidebar on this page. She is an award-winning journalist who has been the book editor of the Plain Dealer in Cleveland.
© 2013 Janice Harayda. All rights reserved.