Cujo, page 4
Vic and Roger had teamed naturally together ever since their first joint effort at the Ellison Agency, six years ago. Vic, tall and skinny and rather quiet, had formed the perfect yin for Roger Breakstone's fat, happy, and extroverted yang. They had clicked on a personal basis and on a professional one. That first assignment had been a minor one, to submit a magazine ad campaign for United Cerebral Palsy.
They had come up with a stark black-and-white ad that showed a small boy in huge, cruel leg braces standing in foul territory by the first-base line of a Little League ballfield. A New York Mets cap was perched on his head, and his expression--Roger had always maintained that it had been the boy's expression which sold the ad--wasn't sad at all; it was simply dreamy. Almost happy, in fact. The copy read simply: BILLY BELLAMY IS NEVER GOING TO BAT CLEANUP. Beneath: BILLY HAS CEREBRAL PALSY. Beneath that, smaller type: Give Us a Hand, Huh?
CP donations had taken a noticeable leap. Good for them, good for Vic and Roger. The team of Trenton and Breakstone had been off and running. Half a dozen successful campaigns had followed, Vic dealing most commonly with broad-scope conception, Roger dealing with actual execution.
For the Sony Corporation, a picture of a man sitting cross-legged on the median strip of a sixteen-lane superhighway in a business suit, a big Sony radio on his lap, a seraphic smile on his kisser. The copy read: POLICE BAND, THE ROLLING STONES, VIVALDI, MIKE WALLACE, THE KINGSTON TRIO, PAUL HARVEY, PATTI SMITH, JERRY PALWELL. And below that: HELLO, LA!
For the Voit people, makers of swim equipment, an ad that showed a man who was the utter antithesis of the Miami beachboy. Standing arrogantly hipshot on the golden beach of some tropical paradise, the model was a fifty-year-old man with tattoos, a beer belly, slab-muscled arms and legs, and a puckered scar high across one thigh. In his arms this battered soldier of fortune was cradling a pair of Voit swimfins. MISTER, the copy for this one read, I DIVE FOR A LIVING, I DON'T MESS AROUND. There was a lot more underneath, stuff Roger always referred to as the blah-blah, but the copy set in boldface was the real hooker. Vic and Roger had wanted it to read I DON'T SCREW AROUND, but they hadn't been able to sell the Voit people on that. Pity, Vic was fond of saying over drinks. They could have sold a lot more swimfins.
Then there was Sharp.
The Sharp Company of Cleveland had stood twelfth in the Great American Bakestakes when old man Sharp reluctantly came to the Ellison Agency in New York after more than twenty years with a hometown ad agency. Sharp had been bigger than Nabisco before World War II, the old man was fond of pointing out. His son was just as fond of pointing out that World War II had ended thirty years ago.
The account--on a six-month trial basis at first--had been handed over to Vic Trenton and Roger Breakstone. At the end of the trial period, Sharp had vaulted from twelfth in the cookies-cakes-and-cereals market to ninth. A year later, when Vic and Roger pulled up stakes and moved to Maine to open up their own business, the Sharp Company had climbed to seventh.
Their campaign had been a sweeping one. For Sharp Cookies, Vic and Roger had developed the Cookie Sharpshooter, a bumbling Western peace officer whose six-guns shot cookies instead of bullets, courtesy of the special-effects people--ChockaChippers in some spots, Ginger Snappies in others, Oh Those Oatmeals in still others. The spots always ended with the Sharpshooter standing sadly in a pile of cookies with his guns out "Well, the bad guys got away," he'd tell millions of Americans every day or so, "but I got the cookies. Best cookies in the West . . . or anywhere else, I reckon." The Sharpshooter bites into a cookie. His expression suggests that he is experiencing the gastronomic equivalent of a boy's first orgasm. Fadeout.
For the prepared cakes--sixteen different varieties ranging from pound to crumb to cheese--there was what Vic called the George and Gracie spot. We fade in on George and Gracie leaving a posh dinner party where the buffet table groans with every possible delicacy. We dissolve to a dingy little cold-water flat, starkly lighted. George is sitting at a plain kitchen table with a checked tablecloth. Gracie takes a Sharp Pound Cake (or Cheese Cake or Crumb Cake) from the freezer of their old refrigerator and sets it on the table. They are both still in their evening clothes. They smile into each other's eyes with warmth and love and understanding, two people who are utterly in sync with each other. Fade to these words, on black: SOMETIMES ALL YOU WANT IS A SHARP CAKE. Not a word spoken in the entire spot. That one had won a Clio.
As had the Sharp Cereal Professor, hailed in the trades as "the most responsible advertisement ever produced for children's programming." Vic and Roger had considered it their crowning achievement . . . but now it was the Sharp Cereal Professor who had come back to haunt them.
Played by a character actor in late middle age, the Sharp Cereal Professor was a low-key and daringly adult advertisement in a sea of animated kiddie-vid ads selling bubble gum, adventure toys, dolls, action figures . . . and rival cereals.
The ad faded in on a deserted fourth-or fifth-grade classroom, a scene Saturday-morning viewers of The Bugs Bunny/Roadrunner Hour and The Drac Pack could readily identify with. The Sharp Cereal Professor was wearing a suit, a V-necked sweater, and a shirt open at the collar. Both in looks and in speech he was mildly authoritarian; Vic and Roger had talked to some forty teachers and half a dozen child psychiatrists and had discovered that this was the sort of parental role model that the majority of kids feel most comfortable with, and the sort that so few actually have in their homes.
The Cereal Professor was sitting on a teacher's desk, hinting at some informality--the soul of a real pal hidden somewhere beneath that gray-green tweed, the young viewer might assume--but he spoke slowly and gravely. He did not command. He did not talk down. He did not wheedle. He did not cajole or extol. He spoke to the millions of T-shirted, cereal-slurping, cartoon-watching Saturday-morning viewers as though they were real people.
"Good morning, children," the Professor said quietly. "This is a commercial for cereal. Listen to me carefully, please. I know a lot about cereals, because I'm the Sharp Cereal Professor. Sharp Cereals--Twinkles, Cocoa Bears, Bran-16, and Sharp All-Grain Blend--are the best-tasting cereals in America. And they're good for you." A beat of silence, and then the Sharp Cereal Professor grinned . . . and when he grinned, you knew there was the soul of a real pal in there. "Believe me, because I know. Your mom knows; I just thought you'd like to know too."
A young man came into the ad at that point, and he handed the Sharp Cereal Professor a bowl of Twinkles or Cocoa Bears or whatever. The Sharp Cereal Professor dug in, then looked straight into every living room in the country and said: "Nope, nothing wrong here."
Old man Sharp hadn't cared for that last line, or the idea that anything could be wrong with one of his cereals. Eventually Vic and Roger had worn him down, but not with rational arguments. Making ads was not a rational business. You often did what felt right, but that didn't mean you could understand why it felt right. Both Vic and Roger felt that the Professor's final line had a power which was both simple and enormous. Coming from the Cereal Professor, it was the final, total comfort, a complete security blanket. I'll never hurt you, it implied. In a world where parents get divorced, where older kids sometimes beat the shit out of you for no rational reason, where the rival Little League team sometimes racks the crap out of your pitching, where the good guys don't always win like they do on TV, where you don't always get invited to the good birthday party, in a world where so much goes wrong, there will always be Twinkles and Cocoa Bears and All-Grain Blend, and they'll always taste good. "Nope, nothing wrong here."
With a little help from Sharp's son (later on, Roger said, you would have believed the kid thought the ad up and wrote it himself), the Cereal Professor concept was approved and saturated Saturday-morning TV, plus such weekly syndicated programs as Star Blazers, U.S. of Archie, Hogan's Heroes, and Gilligan's Island. Sharp Cereals surged even more powerfully than the rest of the Sharp line, and the Cereal Professor became an American institution. His tag line, "Nope, nothing wrong here," became one of those national catch phrases, meaning roughly the same thing as "Stay cool" and "No sweat."
When Vic and Roger decided to go their own way, they had observed strict protocol and had not gone to any of their previous clients until their connections with the Ellison Agency were formally--and amicably--severed. Their first six months in Portland had been a scary, pressure-cooker time for all of them. Vic and Donna's boy, Tad, was only a year old. Donna, who missed New York badly, was by turns sullen, petulant, and just plain scared. Roger had an old ulcer--a battle scar from his years in the Big Apple advertising wars--and when he and Althea lost the baby the ulcer had flared up again, turning him into a closet Gelusil chugger. Althea bounced back as well as possible under the circumstances, Vic thought; it was Donna who pointed out to him that placid Althea's single weak drink before dinner had turned into two before and three after. The two couples had vacationed in Maine, separately and together, but neither Vic nor Roger had realized how many doors are initially closed to folks who have moved in, as Mainers say, from "outta state."
They would indeed have gone under, as Roger pointed out, if Sharp hadn't decided to stay with them. And at the company's Cleveland headquarters, positions had done an ironic flip-flop. Now it was the old man who wanted to stick with Vic and Roger and it was the kid (by this time forty years old) who wanted to jettison them, arguing with some logic that it would be madness to hand their account over to a two-bit ad agency six hundred miles north of the New York pulsebeat. The fact that Ad Worx was affiliated with a New York market-analysis firm cut zero ice with the kid, as it had cut zero ice with the other firms for which they had put together campaigns in the past few years.
"If loyalty was toilet paper," Roger had said bitterly, "we'd be hard-pressed to wipe our asses, old buddy."
But Sharp had come along, providing the margin they had so desperately needed. "We made do with an ad agency here in town for forty years," old man Sharp said, "and if those two boys want to move out of that Christless city, they're just showing good old common sense."
That was that. The old man had spoken. The kid shut up. And for the last two and a half years, the Cookie Sharpshooter had gone on shooting, George and Gracie had gone on eating Sharp Cakes in their cold-water flat, and the Sharp Cereal Professor had gone on telling kids that there was nothing wrong here. Actual spot production was handled by a small independent studio in Boston, the New York market-analysis firm went on doing its thing competently, and three or four times a year either Vic or Roger flew to Cleveland to confer with Carroll Sharp and his kid--said kid now going decidedly gray around the temples. All the rest of the client-agency intercourse was handled by the U.S. Post Office and Ma Bell. The process was perhaps strange, certainly cumbersome, but it seemed to work fine.
Then along came Red Razberry Zingers.
Vic and Roger had known about Zingers for some time, of course, although it had only gone on the general market some two months ago, in April of 1980. Most of the Sharp cereals were lightly sweetened or not sweetened at all. All-Grain Blend, Sharp's entry in the "natural" cereal arena, had been quite successful. Red Razberry Zingers, however, was aimed at a segment of the market with a sweeter tooth: at those prepared-cereal eaters who bought such cereals as Count Chocula, Frankenberry, Lucky Charms, and similar presweetened breakfast foods which were somewhere in the twilight zone between cereal and candy.
In the late summer and early fall of 1979, Zingers had been successfully test-marketed in Boise, Idaho, Scranton, Pennsylvania, and in Roger's adopted Maine hometown of Bridgton. Roger had told Vic with a shudder that he wouldn't let the twins near it with a ten-foot pole (although he had been pleased when Althea told him the kids had clamored for it when they saw it shelved at Gigeure's Market). "It's got more sugar than whole grain in it, and it looks like the side of a firebarn."
Vie had nodded and replied innocently enough, with no sense of prophecy, "The first time I looked in one of those boxes, I thought it was full of blood."
"So what do you think?" Roger repeated. He had made it halfway through his sandwich as Vic reviewed the dismal train of events in his mind. He was becoming more and more sure that in Cleveland old man Sharp and his aging kid were looking again to shoot the messenger for the message.
"Guess we better try."
Roger clapped him on the shoulder. "My man," he said. "Now eat up."
But Vic wasn't hungry.
The two of them had been invited to Cleveland to attend an "emergency meeting" that was to be held three weeks after the Fourth of July--a good many of the Sharp regional sales managers and executives were vacationing, and it would take at least that long to get them all together. One of the items on the agenda had to do directly with Ad Worx: "an assessment of the association to this point," the letter had said. Which meant, Vic assumed, that the kid was using the Zingers debacle to dump them at last.
About three weeks after Red Razberry Zingers went national, enthusiastically--if gravely--pitched by the Sharp Cereal Professor ("Nope, nothing wrong here"), the first mother had taken her little one to the hospital, nearly hysterical and sure the child was bleeding internally. The little girl, victim of nothing more serious than a low-grade virus, had thrown up what her mother had first believed to be a huge amount of blood.
Nope, nothing wrong here.
That had been in Iowa City, Iowa. The following day there had been seven more cases. The day after, twenty-four. In all cases the parents of children afflicted with vomiting or diarrhea had rushed the kids to the hospital, believing them to be suffering internal bleeding. After that, the cases had skyrocketed--first into the hundreds, then into the thousands. In none of these cases had the vomiting and/or diarrhea been caused by the cereal, but that was generally overlooked in the growing furor.
Nope, not a single thing wrong here.
The cases had spread west to east. The problem was the food dye that gave Zingers its zingy red color. The dye itself was harmless, but that was also mostly overlooked. Something had gone wrong, and instead of assimilating the red dye, the human body simply passed it along. The goofed-up dye had only gotten into one batch of cereal, but it had been a whopper of a batch. A doctor told Vic that if a child who had just died after ingesting a big bowl of Red Razberry Zingers were the subject of an autopsy, the postmortem would reveal a digestive tract as red as a stop sign. The effect was strictly temporary, but that had been overlooked too.
Roger wanted them to go down with all guns firing, if they were to go down. He had proposed marathon conferences with the Image-Eye people in Boston, who actually did the spots. He wanted to talk with the Sharp Cereal Professor himself, who had gotten so involved with his role that he was mentally and emotionally torn up over what had happened. Then on to New York, to talk to the marketing people. Most important, it would be almost two weeks at Boston's Ritz-Carlton and at New York's UN Plaza, two weeks Vic and Roger would spend mostly in each other's hip pockets, digesting the input and brainstorming as they had in the old days. What Roger hoped would come out of it was a rebound campaign that would blow the socks off both old man Sharp and the kid. Instead of going to Cleveland with their necks shaved for the drop of the guillotine blade, they would show up with battle plans drawn to reverse the effects of the Zingers snafu. That was the theory. In practice, they both realized that their chances were about as good as they were for a pitcher who deliberately sets out to throw a no-hitter.
Vic had other problems. For the last eight months or so, he had sensed that he and his wife were drifting slowly apart. He still loved her, and he damn near idolized Tad, but things had gone from a little uneasy to bad, and he sensed that there were worse things--and worse times--waiting. Just over the horizon, maybe. This trip, a grand tour from Boston to New York to Cleveland, coming at what should have been their at-home season, their doing-things-together season, was maybe not such a hot idea. When he looked at her face lately he saw a stranger lurking just below its planes and angles and curves.
And the question. It played over and over in his mind on nights when he wasn't able to sleep, and such nights had become more common lately. Had she taken a lover? They sure didn't sleep together much any more. Had she done it? He hoped it wasn't so, but what did he think? Really? Tell the truth, Mr. Trenton, or you'll be forced to pay the consequences.
He wasn't sure. He didn't want to be sure. He was afraid that if he became sure, the marriage would end. He was still completely gone on her, had never so much as considered an extramarital fling, and he could forgive her much. But not being cuckolded in his own home. You don't want to wear those horns; they grow out of your ears, and kids laugh at the funny man on the street. He--
"What?" Vic said, emerging from his reverie. "I missed it. Rog."
"I said, That goddam red cereal.' Unquote. My exact words."
"Yeah," Vic said. "I'll drink to that."
Roger raised his pilsner glass. "Do it," he said.
Vic did.
Gary Pervier sat out on his weedy front lawn at the bottom of Seven Oaks Hill on Town Road No. 3 about a week after Vie and Roger's depressing luncheon meeting at the Yellow Sub, drinking a screwdriver that was 25 percent Bird's Eye frozen orange juice and 75 percent Popov vodka. He sat in the shade of an elm that was in the last stages of rampant Dutch elm disease, his bottom resting against the frayed straps of a Sears, Roebuck mail-order lawn chair that was in the last stages of useful service. He was drinking Popov because Popov was cheap. Gary had purchased a large supply of it in New Hampshire, where booze was cheaper, on his last liquor run. Popov was cheap in Maine, but it was dirt cheap in New Hampshire, a state which took its stand for the finer things in life--a fat state lottery, cheap booze, cheap cigarettes, and tourist attractions like Santa's Village and Six-Gun City. New Hampshire was a great old place. The lawn chair had slowly settled into his run-to-riot lawn, digging deep divots. The house behind the lawn had also run to riot; it was a gray, paint-peeling, roof-sagging shambles. Shutters hung. The chimney hooked at the sky like a drunk trying to get up from a tumble. Shingles blown off in the previous winter's last big storm still hung limply from some of the branches of the dying elm. It ain't the Taj Mahal, Gary sometimes said, but who gives a shit?
