Making a cheese soufflé rise

David Ogilvy is swashbuckling opposite me,

wreathed in the blue smoke of his success. 

His expression says, “Do not think that advertising 

 

is not a job for you, that you are too proud to sell.

I burnt my hands in kitchens in Paris, France,

and sir I can tell you these acts of persuasion 

 

you undertake are nothing compared to making 

a cheese soufflé rise under the gaze of an elite 

brigade you can never join. And once you are done 

 

examining your navel remember that this is a noble calling,

alerting the world, waking it up, a poster campaign for life.

You are the messenger of a good thing, 

 

whatever your Frankfurt School says, a thing called progress,

a worthy thing for any man who calls himself a man. 

Now, then. Go. Rise. Work.” 

From 'Ticker-tape' (Nine Arches Press, 2017) used by permission of the author and publisher.

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