December 1, 2010
I assume most of you, regardless of age, are familiar with the musical group, Talking Heads. And in particular their signature tune, Once in a Lifetime. Below are the opening lines to this pop masterpiece:
You may find yourself living in a shotgun shack
You may find yourself in another part of the world
You may find yourself behind the wheel of a large automobile
You may find yourself in a beautiful house with a beautiful wife
You may ask yourself, well, how did I get here?
I bring the song up not because I’m a big fan of the band; I’m not. It came to mind because I caught myself thinking about the mundane aspects of my life (kids, dogs, stairs made of wood, the rain outside) and suddenly, for a split second, I was genuinely amazed by it. By all of it. And I had to ask myself: How did I get here? My God, I have three little girls. I’ve been married 20 years. I’ve read like a thousand books!
And then it was gone. Poof! And I continued walking up those stairs made of wood to my office at the top of our house. But that question: How did I get here?
I wrote it down. Then I Googled it. The top responses were all about the song. And why not? Cerebral and poetic, no wonder college kids adored it. The Talking Heads captured a fleeting but fine moment of our existence and put it to music. That simple. Once in a Lifetime is now forever obtainable on my Ipad. Such is the power of art.
At times, I think advertising –or whatever we’re calling it- can harness this power, capturing our humanity, or our dreams about humanity. And boom! We are spellbound. Moved.
Obviously, as with pop music and other art, this power is often diluted or corrupted. To use the parlance of drug dealers, the pure rock is stepped on over and over before it hits the streets… just enough to give us a taste.
We’ve all read and experienced how social media is diminishing the power of brands to tell stories. We all live on the surface now, surfing the evermore glossy and growing veneer. I’m not denying it. But what about those crucial moments, however fleeting, when we realize what a miracle life is? Thirty years ago a five-minute song nailed one. A few Yesterdays ago, the Beatles did so over and over in half that time. In 60 seconds, Hallmark and Apple and others have done it. What about now? Can Once in a Lifetime be done in 140 characters or less? Just a thought. Poof!
The lyrics to Once in a Lifetime.