In an well lit conference room in the middle of a reconditioned mill that the firm of "Davis & Adams Advertising" called "The Factory" the companies best and brightest sat around a desk drinking Fiji Water.
There was Comedy Dave, called that because everyone thought he should go into stand-up; there was Martin and Mark the twins, called that because they went to the same school; and there was Mr Davis, who everyone called The Boss.
"Are you already gentlemen?" The Boss asked, not caring if they were ready. The employees nodded and readied expensive stationery so they could pretend to take notes.
"I have our new assignment. I am not going to lie to you, but this is a big one. It's a very important contract and we have to sell this effectively. There is no budget, that is not a consideration for this project. Our clients have promised to back us one hundred and ten percent with whatever we need.
"Our client is a large consortium of: biotechnology and big pharmaceutical corporations, computer hardware and software businesses, telecommunications firms. Everything high tech gentlemen. They are pitching this as the last big advertising job in history. They want us to sell the singularity," said The Boss.
"The what?" said Comedy Dave.
"The singularity. Come on people I thought you were the best and brightest. Didn't you learn anything at your expensive schools?"
"I think I read about it once in a magazine," said Martin. "Isn't that the point where technology and science start to develop so fast that it renders our notion of what it is to be human and the concept of history meaningless?"
"In a word - yes," said The Boss. "I want you to sell that. Our employers expect it to be coming soon and they need a positive spin on it."
"Well it's the future. We know how to sell the future. We do that all the time; it's easy. All we do is just say that it's the next generation. That it's the new improved model, and we say that it costs less, weighs less, looks better, and lasts longer," said Comedy Dave.
"We can't do that though," Mark pointed out.
"Why not?"
"Because like Martin said we are trying to sell the end of history and anything we say now will be wrong. There will be no flying cars or jetpacks. There will be no teleportation or warp drive. We can't use that approach to sell something when we don't know what shape it is. We aren't science fiction writers. When we make those claims about it being faster, lighter, cheaper, and so on, it normally is those things."
"The man has a point," The Boss said, trying to stay relevant.
"I don't follow you Martin," said Comedy Dave.
"I'm just saying that we've got to sell an idea and not a product. It doesn't have those qualities," said Martin.
"It's like nothing we've had to advertise before. It is almost a political campaign. There is nothing to sell but agreement with an idea. But this is an idea with no slogan and no fixed expiration date. It's existential and we can't sell that," said Mark.
"This isn't going to be easy," said Comedy Dave.
"I didn't say it would be. I'll leave you gents to it. I've got a lunch to get to. I expect to see your first ideas by close of shop," said The Boss, leaving the room.
This is based on my pitch to Texture who runs the website Weaponizer. The pitch was: "The meeting where an advertising company try to workout how to sell the singularity."
Quite frankly I could write a lot based on that one sentence. The humour and the horror of trying to sell and explain such an abstract idea fascinates me. I shall return to this.
