Find Your Beach

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Amani Willett/Gallery Stock
New York City, 2009; photograph by Amani Willett. A collection of his images, Disquiet, was published by Damiani last year.

Across the way from our apartment—on Houston, I guess—there’s a new wall ad. The site is forty feet high, twenty feet wide. It changes once or twice a year. Whatever’s on that wall is my view: I look at it more than the sky or the new World Trade Center, more than the water towers, the passing cabs. It has a subliminal effect. Last semester it was a spot for high-end vodka, and while I wrangled children into their snowsuits, chock-full of domestic resentment, I’d find myself dreaming of cold martinis.

Before that came an ad so high-end I couldn’t tell what it was for. There was no text—or none that I could see—and the visual was of a yellow firebird set upon a background of hellish red. It seemed a gnomic message, deliberately placed to drive a sleepless woman mad. Once, staring at it with a newborn in my arms, I saw another mother, in the tower opposite, holding her baby. It was 4 AM. We stood there at our respective windows, separated by a hundred feet of expensive New York air.

The tower I live in is university accommodation; so is the tower opposite. The idea occurred that it was quite likely that the woman at the window also wrote books for a living, and, like me, was not writing anything right now. Maybe she was considering antidepressants. Maybe she was already on them. It was hard to tell. Certainly she had no way of viewing the ad in question, not without opening her window, jumping, and turning as she fell. I was her view. I was the ad for what she already had.

But that was all some time ago. Now the ad says: Find your beach. The bottle of beer—it’s an ad for beer—is very yellow and the background luxury-holiday-blue. It seems to me uniquely well placed, like a piece of commissioned public art in perfect sympathy with its urban site. The tone is pure Manhattan. Echoes can be found in the personal growth section of the bookstore (“Find your happy”), and in exercise classes (“Find your soul”), and in the therapist’s office (“Find your self”). I find it significant that there exists a more expansive, national version of this ad that runs in magazines, and on television.

In those cases photographic images are used, and the beach is real and seen in full. Sometimes the tag line is expanded, too: When life gives you limes…Find your beach. But the wall I see from my window marks the entrance to Soho, a district that is home to media moguls, entertainment lawyers, every variety of celebrity, some students, as well as a vanishingly small subset of rent-controlled artists and academics.

Collectively we, the people…


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