Magazine article ADWEEK

A Curiously Strong Literary Debut

Magazine article ADWEEK

A Curiously Strong Literary Debut

Article excerpt

Steffan Postaer's first novel, The Last Generation, paints a world in which creativity--at its most basic human level--is dead. But don't take it as a grand allegory about advertising.

"The concept came to me on a plane one flay in 1998, alter my first daughter was born with a terrible case of colic," says Postaer, chief creative officer at LB Works in Chicago, who is best known for his "Curiously strong" Altoids ads. "I just thought of what the world would be like if no one could have children--what would be different."

The book introduces the quite nasty-sounding Embryo Fatality Syndrome ("developing embryos eroded into a viscous state of gelatinous globs without any semblance of form") and explores how a handful of characters deal with the curse, and the freedom, of being the last humans on Earth.

Like everything else, advertising is turned on its head in such a world. Vodka, fast cars and movies sell themselves, but no one's particularly interested in sales pitches: "The networks ran the same few commercials over and over. …

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