Punk's Dead Knot: Reflections on an Essay by Ian Trowell - Part 2: On Big Flavour Wraps and Vicious Burgers

You pays your money and you takes your choice ...

 McDonald's Big Flavour Wraps (2016) [a]

Vs Jamie Reid's Vicious Burger (1979) [b]

 

 

I. 

 

In the second part of Ian Trowell's dead knot essay, he discusses a 2016 TV ad by the "multinational fast-food franchise" [c] McDonald's for a new summer range of Big Flavour Wraps:

 

"Whilst not all of my observations and suggestions will be intentional on the part of the creative teams associated with the instigation and production of the commercial, my own intentions are to examine the ubiquitous, neutralized and atemporal representations of punk that resonate within the images and actions." [189]

 

Having established that, let's go ...

 

 

II. 

 

Via a detailed, imaginative, and theoretically-informed analysis of each scene, Trowell is very good at relaying the anachronistic tension present in an ad that seems designed to appeal to old punks on the one hand and disorientate them on the other: 

 

"How are we meant to feel, how did we used to feel, what has changed?" [190] 

 

Of course, the assimilation of punk began a long, long time before 2016: what is The Great Rock 'n' Roll Swindle (1980) if not a brutal exposure of the way in which big business indecently exploits young flesh and rapidly co-opts, commodifies, and mythologises groups like the Sex Pistols? 

 

Anyone who felt genuinely shocked and outraged by "such an unholy alliance between McDonald's and punk" [195] - or by Virgin Money's issuing of Never Mind the Bollocks and 'Anarchy in the UK' credit cards the year before [d] - clearly wasn't paying attention to what McLaren and Reid were warning about in the Swindle and clearly hadn't read their Guy Debord [e].

 

Punk - and the very word is already a misunderstanding - may have initially wished to "disrupt cultural, social and historical forms and habits through a multitude of methods" [195], but it didn't take long before the majority of punk performers were looking to build long-lasting careers in the music business. 

 

If rock 'n' roll died when Elvis joined the US Army in 1958, then perhaps we can say punk died when John Lydon decided to trust a hippie and sign an eight album deal with Virgin. McLaren and Reid fought a kind of resistance campaign operating behind enemy lines in those months following the breakup of the group - and, personally, I think the work produced in 1978-79 is some of the most provocative and amusing - but the game was basically up.         

Ultimately, no matter how much some of us wish it were otherwise, the majority of Brits like their Big Flavour Wraps [f]. And, as Trowell rightly notes, for all the faux outrage expressed from some quarters when the McDonald's 2016 campaign was launched, what we didn't hear were the voices of "disgruntled and disgusted [...] customers outraged at the linking of punk and the safe, normative environment of McDonald's" [195].

 

 

Notes

 

[a] The McDonald's Big Flavour Wraps campaign (2016) was devised by the American advertising company Leo Burnett - the home of so-called populist creativity. It featured ersatz punk imagery and also incorporated the Buzzcocks' 1978 single 'What Do I Get?', written by Pete Shelley, into a TV ad. Morrissey, like many other old punks, was not best pleased. 

      To watch the 30 second TV ad, dir. Jason Lowe, click here. For further details of the people who worked on the campaign, please click here. 

 

[b] Jamie Reid's promotional poster for the Sex Pistols' single 'C'mon Everybody', released from the soundtrack of The Great Rock 'n' Roll Swindle (Virgin Records, 1979), featuring a photo of vocalist Sid Vicious by Bob Gruen. For more details see the V&A Jamie Reid Archive: click here. 

      The Vicious Burger was just one of many imaginary products featured in a fake cinema ad in The Great Rock 'n' Roll Swindle (dir. Julien Temple, 1980): "Feeling uptight, violent, or tense? Why not take it out on a sizzling Vicious Burger; the gristle ball that gives as good as it gets!"

 

[c] Ian Trowell, 'Punk's dead knot: Constructing the temporal and spatial in commercial punk imagery', Punk & Post-Punk, Volume 5, Number 2 (2016), pp. 181-199. Page references given in the post refer to the essay as published here. 

 

[d] See the post of 12 June 2015: click here. 

[e] Debord used the term récupération to refer to a process by which politically radical ideas and subversive art works are defused, incorporated, and commodified within mainstream culture (usually with the full collaboration of the media). See the post of 26 June 2023, in which I discuss this idea: click here. 

 

[f] According to statista.com, 96% of Brits were aware of McDonald's as a brand in 2023 and 60% not only liked to eat there, but expressed loyalty to the company.

 

  

Musical bonus: Buzzcocks, 'What Do I Get?', (United Artists, 1978): click here for the remastered 2001 version that appears on Singles Going Steady (Domino Recording Co., 2003). And for the official video, which Trowell provides a nice reading of in his essay (pp. 191-92), click here.

To read part one of this post, click here. 

Kinderpost

Frank Meisler: Kindertransport - The Arrival (2006)

Photo by Stephen Alexander (2019)

I. Opening Remarks

Kindertransport - The Arrival is an outdoor bronze memorial by the Israeli architect and sculptor Frank Meisler, who was himself evacuated from the Free City of Danzig as part of the Kindertransport programme, travelling with a small group of other children to safety in England (his parents, arrested three days after his departure, were eventually murdered at Auschwitz).   

Commisioned by World Jewish Relief and the Association of Jewish Refugees (AJR), the work was installed on the forecourt of Liverpool Street Station in 2006 and commemorates the 10,000 Jewish children who escaped Nazi persecution and arrived in London during 1938-39.

II. Nazi Pigeons

Pigeons, of course, don't care about any of this; they'll shit on anyone's history. 

It would be mistaken, however, to assume the bird in the above picture is displaying an avian form of anti-Semitism - indeed, the pigeon (or dove) has an important role within Jewish religious mythology and is usually regarded as a symbol of hope (think of Noah and his Ark). The pigeon was also an acceptable sacrifice to God for those who couldn't afford a more expensive offering. 

The Hellenistic Jewish philosopher Philo of Alexandria may have found the birds a little overly bold and impudent, but, other than that, there's no enmity between them and the children of Israel.    

Having said that, it's true that the Nazis were also fond of pigeons - Heinrich Himmler was not only Reichsführer of the SS but also President of the German National Pigeon Society - and many trained birds were drafted into the Nazi war effort.

Indeed, so concerned were British secret services about the airborne threat posed by Nazi pigeons, that they became the subject of covert operations, with scores of pigeon lofts targeted for destruction in occupied Europe. MI5 even had its own trained force of falcons ready to intercept any Nazi pigeons that strayed into British airspace; they would patrol over the Scilly Isles and the Cornish coast for two hours at a time.

It's possible, therefore, that the pigeon pictured befouling the Jewish memorial is descended from a Nazitaube - though I would have thought this extremely unlikely and not something to be overly worried about; indeed, for me, of more concern, is the ominously glowing presence of the McDonald's logo in the background ...


III. Golden Arches

Instantly recognisable wherever you travel in the world, McDonald's Golden Arches probably shouldn't fill one with a similar sense of horror as that of a Nazi swastika - the stylised letter 'M' doesn't signify mass murder and malevolence - but, for some reason, it does.

Partly, that's due to the fact that even as I gobble down my Sausage and Egg McMuffin, I'm conscious of the true cost and devastating consequences of such deliciousness; for the natural environment and animal welfare, for example. Corporate capitalism isn't simply fascism with a smiley face, but neither is it the unequivocal force for good that its proponents like to claim and California über alles is just as troubling (in some respects) as the prospect of Deutschland über alles.

And partly, it's due to the influence of Jake and Dino Chapman upon my imagination. For everytime I see the Golden Arches, I can't help recalling their post-apocalyptic Nazi-McDonald's hellscapes (which is distracting, to say the least, when trying to reflect upon Meisler's work - even more so than the presence of a pigeon).