The mimic men - V. S. Naipaul [69]
The slogan was for a brand of rum. The first prize was the unheard-of sum of five thousand dollars, and the winner was to be announced soon. Cecil had been ceaselessly inventive. Thousands and thousands of the coloured entry forms had been showered on the city and our towns and villages – you could see the pink, blue or green forms even in the gutters – but Cecil was convinced that the prize was going to be his. He said, impressively, that he ‘needed’ the money: The name of the rum was Isabella Rum and Cecil’s final prize-winning slogan, which he publicized as soon as he had sent it in, hoping no doubt to reduce the rest of us to despair, was At my parties I fly high with Isabella. We had all assumed that a reference to parties was the ‘trick’ requirement of the slogan judges: the drawing on the entry form was of a party scene in a country of the North. I now believe the drawing to have been an imported multi-purpose block. It could have been used to advertise a dance or dancing school, a gala night at a restaurant or hotel, a tailoring establishment. But in all our slogans we assumed the role of metropolitan party-givers. We did so easily; at Isabella Imperial we were natural impersonators.
The slogan excitement, alas, ended as limply as many of our other excitements. The result dismayed the school. Many secret slogan-coiners came out into the open and were as noisy as Cecil had been. We didn’t think the judging had been fair. For one thing the result came too soon after the closing date of the competition. And we didn’t think much of the winning slogan. It was Don’t thank me, thank Isabella. The drawing that went with it showed a man in evening garb of some sort showing his guests to the door on a night which, to go by the furs of the tall ladies, was wintry. He was speaking the words to his guests; and in a further balloon, attached to his head by a line of diminishing circles, to indicate unspoken thought, were the words ‘Is a rum, Isabella!’ For a week or so the newspapers carried the photograph of the very happy slogan-deviser. He was an old Negro labourer, one of those who worked on his own plot of chives or on a citrus plantation. He sat on a bentwood chair in front of his weather-beaten shack; before him was a table with bottles of Isabella Rum and tumblers on an embroidered tablecloth.
‘I am not going to touch Isabella Rum from now on,’ Cecil said. ‘Let them drink their own rum. “Is a rum, Isabella.” I don’t call that a slogan.’
Deschampsneufs said, ‘I don’t know why you people worried your heads so much for. Of course they had to give it to a black man. And a black working man.’ He had been sending in slogans like everyone else and was a little peeved.
‘Eh,’ Eden said. ‘I don’t see why for you grudge a poor black man. After all is they who does drink the blasted thing.’
‘Me grudge. Is for you to grudge. Wait. You will see where you getting this poor and this black from. Poor black man! You call that a slogan? They call it a competition. But look at the prize-winners. They pick one in this part, one in that part, and they mix up the races to keep everybody sweet. And all of all-you was busting your educated brains. That is what is happening in this island. Wait. Just now they will have foolish black men like that one running the place. Not because they brilliant and so on, but because they foolish and they black. You just wait for this Royal Commission.’
‘And a damn good thing too,’ Eden said.
‘You know, Eden,’ Deschampsneufs said reflectively, ‘the one thing I