digital zombies

During an ad-break for VideoHits last week my friend Adrian and I, both very hung over from the night before encountered a chocolate bar commercial endorsed by someone I would consider to be one of the twentieth century’s most iconic celebrities. Nothing out of the ordinary there I hear you say except, that is for the fact that this particular celebrity is dead and has been dead for over thirty years. The advertisement in question for Mars Bars included the footage of a late Bruce Lee, shirtless and skin glistening in sweat at his peak physical prime and utilising the latest in computer imaging like techno voodoo has the dead kung fu master with his lightening fast reflexes eat one of their chocolate bars with their chocolate-malt nougat centre, covered in a layer of caramel and coated in milk chocolate… I was livid and quickly lept to my feet in indignation.

To many of us the idea that we will be remembered after we die holds a central part to our spiritual lives, our motivation to procreate and get up in the morning, hell the ancient Egyptians believed that if people forgot who you were after death you would suffer a second one. But no need to worry, that is providing your name keeps getting mentioned, allowing you to party in the afterlife to you ba's content and similarly celebrity status holds a key to immortality. Think Mozart, Shakespeare and Leonardo Da Vinci and you have a few members of what could be classically termed immortals. Now Bruce Lee is just a modern day entrant and he's not the only one. Indeed celebrity status met dizzying new heights in the twentieth century and for some being dead was an excellent career move, in 2004 Forbes Magazine published a list of the world’s top ten earning dead celebrities to which unsurprisingly Elvis Presley took top billing and it can be argued that, and I will attempt to minimise the schmaltz, that the use of their images, music, artwork etc with all the cash that come from it functions in keeping their memories alive (so to speak). And fair enough. Concord Moon LP, a company owned by Linda Lee Cadwell and Shannon Lee Keasler (wife and daughter of Bruce Lee) hold the name and likeness rights for Bruce Lee and through the non-profit organization The Bruce Lee Foundation has this stated intention. The foundation’s mission statement says that they intend to “enrich lives, open minds and break down barriers through the active proliferation of Bruce Lee’s legacy of undaunted optimism in the face of adversity, unwavering humanism, mental and physical perseverance, and inspirational presence of mind toward the betterment of our global community.” This apparently involves selling chocolate bars and whether the man in question would have objected or seen this as furthering his legacy I am not in a position to answer however it opens an ethical question as to whether the images of the dead should be sold and leached off to build a company’s brand identity or shift units especially when a company’s philosophy or product is seemingly incompatible with the person or the lives that they led.

A perfect example is the Street’s Magnum Swinging 60s promotion that my friend pointed out to me there in my living room mid rant, where Streets introduced nine new Magnum flavours, all with a 1960s theme, among them were Jami Hendrix, Woodchoc, John Lemon and Cherry Guevara. Now I could understand an Andy Warhol flavour (suggestions?) but what exactly is it about the lives of John Lennon, Jimi Hendrix or god forbid Ernesto ‘Che’ Guevara that lends their posthumous support for tackily themed ice creams?

With the maturing of digital imaging technology and techniques in what I feel is becoming close to a virtual necromancy, where it is increasingly possible to have the dead talk and act as though they were still among the living. A situation where the dead are forced against their will, ripped from their peace to sell sell sell products and promote brands incongruent with the lives they lived: at the best distasteful and on the other extreme a form of electronic purgatory. Surely it would be more appropriate to attach the strings to those monsters of history like Hitler, Stalin and maybe Idi Amin and have them dance and make fools of themselves or maybe even have them apologise for all the wrongs they’ve done but then there’s no money in that, no parasitic brand can leach their je ne sais quoi and synergise.

Also:

Dan Glaister, Dead stars who rain money on the living. The Guardian 9 April 2005.