Whatever | VE Day with Vodafone
Can any anniversary, event or initiative go by unbranded?
The carnival atmosphere on VE Day, 8 May 1945, was hastily improvised on a ration-hardened whim and spread by word of mouth. The ad hoc spirit was summed up when, lacking a public address system, the Lord Mayor of Birmingham put a radio on the window sill of his office so that the gathering crowds could hear Churchill’s speech. But the pianos, gramophones and trestle tables gamely manhandled into the middle of the street would not be enough for today’s civic cheerleaders.
It was Mark E Smith who famously listened to a Verve record in the early 90s and muttered, “God help us if there’s a war.” A generation later, one can’t help but echo his sentiments, but for different reasons. Should some new Reich threaten the security of Europe, Britain would stand no chance; not because of the unfit state of its indie conscripts, but because our priorities would now surely be with forming a steering group to put out to tender the contract for branding of the war and a series of sub-committees to forward-plan the Public Private Partnership-funded post-war celebrations, scheduled for Christmas, naturally.
What a shame we would never get to experience VE Day Party In The Park with “top bands, special guests and Fearne Cotton”, and blanket live coverage on BBC1, BBC3 and Radio 2. The flypast and firework display would remain an idealised, computer-generated mock-up in a media pack, as would the walk of champions, the satellite-linked giant screens in major cities, a living memorial created through contemporary dance, a special edition of Strictly Come Fighting and sponsored livery on banners, buses and wristbands: “V FOR VICTORY WITH V FOR VODAFONE.”
Because no event, anniversary or initiative can pass unmarked, unnamed or unbranded in this autistic age we live in, whether it’s 9/11, 7/7, Liverpool 08, Love Music Hate Racism, Concert For Diana, Broken Britain, America Decides, The Big Food Fight, The Big Read, The Big Clean Up or National Take Your Dog To Work Day, all competing for our already foreshortened attention spans like unlicensed cab touts. Even the latest recession has been branded: the Credit Crunch. Does that mean giant foam rubber hands for anyone evicted or laid off?
The worst of it is London 2012, the year itself logo-stamped (“because now 2012 isn’t just four digits,” states the Royal Mint, imperially, advertising its Handover Ceremony £2 Coin from just £6.95). As we hurtle towards it with all the speed of an Integrated Environment and Sustainability Management System-audited JCB full of East End dirt, we’re expected to stay not just enthused but patriotically so, for four years, thanks to what has already been branded the Cultural Olympiad, divided into Ceremonies, Major Projects and, I quote, Inspire Mark Projects (whatever that means – and who’s Mark?). It’s not all fun and games.
Rarely do I see something on TV which makes me want to re-enact the legendary protest of lorry driver James Holmes of Waltham Abbey, who kicked in his £380 colour television set on 1 December, 1976 when the Sex Pistols swore at Bill Grundy. “I was so angry and disgusted with this filth that I took a swing with my boot,” Mr Holmes told the Mirror. My own boot hovered within inches of the flat-screen during the 2012 Olympic Handover Concert in the Mall, sponsored by Visa. Never mind 9/11 – the world changed forever in the three minutes it took “indie pop” three-piece Scouting For Girls to cover London Calling by the Clash.
Before a 40,000-strong afternoon crowd of mostly tourists, this mostly harmless bunch, dressed for the garden, nonetheless crystallised our own proud nation’s addiction to event coordination. The theme of the gig was songs about sport and winning. We Are The Champions and Nobody Does It Better had been taken, so Scouting For Girls opted to turn the greatest rock song of the punk era into a mayoral, flag-waving credit-card singalong. London Calling was not dredged from Joe Strummer’s angry guts to commemorate a geographical decision by an international committee; it is a howl of pain about the impending apocalypse, as foreseen from angles as diverse as flood (“London is drowning”), famine (“the wheat is growing thin”), and accident (“a nuclear error”). This Chas & Dave-style rendition was extraordinary indeed. The haunting line about “the one with the yellowy eyes” became … and I can’t believe I am about to write this … “the one with the 19 gold eyes.” Yes. Because Team GB won 19 gold medals.
Get it? If not, a media pack will be forthcoming. Meanwhile, send extra Sustainability Management System-audited JCBs of dirt, because Joe Strummer is turning in his grave.