Saturday, September 15, 2012
Stars and Cars
How did Anne Alamets get my name? And how could she have known I was jonesing for a Renault?
On May 22nd Anne’s email arrived which informed me that Lenna Kuurmaa traded her two-door coupe for a four-door Fluence (starting from €15,450), and Koit Toome swapped his Twingo for a Grandtour (starting €14,650). According to Anne, Lenna sold her old car on Facebook in an auction last March and needed a new one, and Koit needed a bigger vehicle to cram in all his band’s stuff! How could Anne have known I’d identify so much with Lenna and Koit? It was Kismet or something. Some stuff you just can’t explain.
After reading Anne’s email, the first thing I thought of was how Koit and Lenna must really love Renault if they were willing to tell me about their cars. Since the Estonians I know pride themselves on being well above mere commercialism, I knew that Koit and Lenna’s messages were from the heart. If they said it, it had to be true: Renault really does have a car that satisfies every need!
But just as I was about to race down to the dealership and buy the most expensive, biggest Renault on the lot under the most unfriendly financing terms I could organize, a tinge of jealousy entered my head. Why hadn’t Anne asked me to plug Renault?
Since I was not born in Estonia, I am no stranger to consumerism and its attendant savage western habits. In the early 1990s when I tried to get a coffee in a paper cup to go, restaurants treated me like a stinky beggar. “Coffee to go?” a waiter scoffed. “We Estonians are cultured people who drink sitting down. You will never see coffee to go here.”
Around the same time a real estate agent asked me how she might sell more homes (not that she really wanted or needed to sell – I am sure it was just curiosity), and I remarked that in the west the agents try to heighten their profiles by putting their photos on their business cards and for-sale signs. “That will never happen in Estonia,” she laughed.
So from early on I knew Estonians were a superior race impervious to the powers of advertising. And I also knew that for that reason I could never really become one. I would always remain a simple Canadian, one born with no special powers for resisting consumerism. As kryptonite brings Superman to his knees, as the color yellow makes Green Lantern powerless, a well-crafted commercial message can induce me to open my wallet and let you take all that’s there.
So for a little bit of baksheesh, or even by being asked nicely, I would have gladly lent my name to Anne Alamets’ ad campaign. Just as Lenna and Koit did, I could have made a video.
Imagine me advancing toward the camera as I explain why I traded my Skoda for Renault’s Megane Grandtour. The camera pulls in close as I remove the Grandtour’s door panels to reveal thousands of cigarettes with no tax stickers. The consumer is struck by the car’s amazing hidden cargo capacity as I deliver the line: Whenever I cross the Narva-Ivangorod border, I do it in a Megane Grandtour.
Or imagine me trading down in cars for something smaller. The viewer sees me in the driver’s seat, my two-year-old Robert jumping up and down in the passenger seat trying to break off the rear-view mirror. The camera then pulls back to reveal Liina, barefoot in the back seat smoking a cigarette and reading a gossip magazine. I turn to the camera and say: In a few short years Estonia’s population will be only 900,000. Twingo was made expressly for the Estonian family.
So what’s wrong with me, Anne Alamets? All the years I’ve written this column why have you not tried once to exploit my celebrity?
And what about my readers? Proprietary Postimees research repeatedly confirms that Vello readers are Estonia’s opinion leaders, the nation’s most intelligent, the most beautiful and virtuous. The nation’s übermenschen.
You should also consider, Anne, that those who listen to the music of Koit and Lenna don’t have the money to buy cars, yours or anyone else’s. The Vello demographic is far superior: my readers are actually old enough to drive.
Or, Anne, if you don’t like me for some reason, why not choose another cultural figure? Imagine a billboard of Tiit Aleksejev accepting the keys to a Grandtour stuffed with a fresh printing of Valge kuningriik! Or Annely Peebo paying for a Megane Cabriolet with her American Express card! Or Jelena Skulskaja or Mihkel Mutt, two writers whose faces are more ubiquitous than any politician, arriving on the HeadRead festival’s red carpet in a Laguna Coupe! Or Epp Petrone – whose readers are more like groupies – packing away her 17 children into a Kangoo Express Maxi.
Not to take anything away from Lenna and Koit. I know they are really hard workers. And I sympathize with anyone who earns his living as a performer in Estonia. Since no one can be on the Eurovision stage 365 days a year, half the time you’re performing at some redneck’s wedding or a businessman’s 50th birthday party, or some Reform Party event where a cabal politely applauds and then returns to plotting how to make Edgar Savisaar experience so much pain he will lie down on the ground and plead, “Mommy, mommy, take me back inside you.”
In the videos attached to Anne’s email, Lenna and Koit talked about the Renaults they love. Despite my personal preference for Lenna, I found Koit to be the better car spokesman. Lenna seemed perturbed that she had to make the video and her performance was tinged with an undertone of “Just finish the fucking video, will you, so I can get out of here with my free car?” If Lenna weren’t Estonian, I might have suspected she was lying.
But since Estonians are the world’s most savvy and skeptical people, a race of man who lives above commerce, possibly the only people left on the planet who have not given themselves over as slaves to consumerism, because of this I know that Lenna and Koit’s messages were sincere. They would not drive a Renault if it weren’t the perfect vehicle for them. That’s just how it is.
But I myself can no longer resist. The day after this column is published I’m going down to City Motors to find Anne Alamets and purchase a Renault. Maybe even Koit’s old Twingo.
***
Dept. of Shameless Commerce: Get the complete Vello here.
Friday, July 20, 2012
Winners
“What’s it like to be 25 and still eating out of your mother’s fridge?” I asked Tiit, the son of some close friends I was visiting. I was prodding him in good fun but quickly realized it was a touchy subject. The kid had been out of work since the day he got his MBA in marketing from the Estonian Business School.
Taking up my insensitive remark as the topic of conversation, my middle-aged friends explained to me that more often than not their twenty-something children - and their friends’ twenty-something children - are still living at home.
“Why not kick their asses out?” I suggested, having just popped open my fifth beer. Tiit’s parents then painted a picture of Estonia as a little version of Spain, where there is little or no opportunity for young people.
According to Tiit’s parents, the kids who had studied finance or IT were working and earning enough money to have small apartments and independent lives, but the rest, if they were working at all, were earning chicken scratch while chained to an oar on the lower decks of Estonian companies.
“Do the math,” said Tiit’s father. “Can you rent a flat, pay your utilities, and cover all your expenses on four hundred euros a month?”
The obvious answer was yes, if you had at least one roommate. But some practices common abroad just don't happen in Estonia. While in London or New York you might find an apartment shared by three guys fresh out of university, I’ve never heard of it happening in Tallinn. Tiit’s parents were clearly convinced that Estonian kids have it tough, so I shut up and popped open another beer.
Later on Tiit joined us in the sauna and I was able to hear it from the horse’s mouth. He’d been offered a couple of jobs, but they weren’t in marketing, and they all paid less than he thought he was worth. Feeling a bit bad about the crack I’d made earlier, I listened carefully and sought to empathize with the young man. But then I recalled my first few years out of university, when the best I could afford was a tiny room in a cocaine addict’s downtown Toronto flat.
“Of course you’re without a job,” I told Tiit. “Studying marketing in Estonia is like going to the botanical garden to learn about grizzly bears.”
Tiit gave me one of those looks that made clear he’d been told at school that he held a coveted skill set and had been pumped full of that you’re-the-future-of-the-nation bullshit that young graduates get everywhere.
“What’s a Soviet-era professor know about marketing?” I continued. “And if he’s worked in the business then his experience comes from a tiny country with a homogenous population of look-alike whiteys. Why didn’t you study math or physics?”
I know I shouldn’t have said it, but I was drunk and it happened. But sober now, thinking back over those words, they are more or less true. And it turned out okay, really, because my honesty got us talking about Tiit’s feelings, and according to my wife Liina, talking about your feelings is a good thing.
Tiit then told me about the Winners’ Generation, “the generation who had balls but not necessarily smarts, the incompetents who occupy Estonia’s seats of power but who won’t get their fat asses out of their chairs so the new generation can have their jobs.”
“Yeah, man,” I cheered, actually taking out a notebook to copy this stuff down. “More spleen!”
And Tiit obliged: “These sad fucks for whom everything is ‘service,’ including art, and success is measured by tickboxing through a list of Soviet-era dreams they established by watching some western series from Finnish TV. And that is the ceiling of their imagination, this sad generation of one-dimensional men in beige sandals that they wear with like-colored socks. No soul, no fantasy, just emptiness.” I half expected him to start singing Bruce Springsteen songs, but he instead muttered something about Blur’s “Charmless Man,” a group I wasn’t hip enough to know and had to google later on.
I’d worked with some of Estonia’s Winners’ Generation, those born in the mid 1960s, those who were in the right place at the right time, “who bridged the past and the future,” as Linnar Viik once characterized them in an interview.
The Winners were the self-anointed Princes of Estonia, and although my words wouldn’t have been as condemning as Tiit’s, I had found some of them to be spoiled and lazy. “After I rest for several weeks I may be able to make a decision,” one Winner told me just last week when I approached him about his interest in a project. This Winner was the sort often profiled in Estonian business magazines, the narratives so full of flattering drivel that reading one start to finish is the equivalent of a warm enema.
Tiit was angry, but I understood his point: In a true meritocracy many Winners would probably have to give up their chairs. The skills they brought to the table in the early 1990s are often not the skills that industry is currently in need of. But despite Tiit’s outpouring, I wasn’t convinced that his generation - shiny diplomas, no experience - were necessarily the best replacements.
So while I didn’t fully buy into what Tiit preached, I did wonder how a guy with so much passion wasn’t employed somewhere. I mean, channel that energy into any job and there’d be no stopping him. Perhaps Tiit was too proud for his own good?
The next day I sent Tiit an email with a link to an article quoting Toomas Hendrik Ilves. "The pyramid tip is always narrow. In the years after the Winners it's nearly impossible to replicate such quick and successful careers. A 45-year-old manager or top specialists intends to remain in his job for at least another 25 years."
I suggested to him that 25 years is like a prison sentence. Twenty-five years of sitting around waiting for a Winner to give up his chair. And so I suggested to Tiit that he move to the UK, share a flat in a seedy neighborhood with Polish and Lithuanian construction workers, and get the first job that’s offered him. Even a job in a London McDonald’s would teach him much about ethnic relationships, conflict, working efficiently, and how not to put his hand into a 2,000-degree vat of boiling grease: stuff they don’t teach you in Estonian marketing courses.
Tiit didn’t reply to my email, and so I can only conclude he wasn’t too keen on that advice. Maybe he decided instead to go back to school and study mathematics.
Liina says my problem is that I’m too insensitive. But I say the problem is that the real world is even more insensitive. Regardless of what the career placement officer may tell you at your local university, absolutely nobody is waiting for you once you get out. There is only the job you want and the job you can get. And sometimes you just have to take the job you can get.
Mom and dad are there, though. They really do care, because they know how special you are. And they’ll always keep plenty of beer in the fridge.
***
More speeches to give your kids here. And, no, I have no idea why some text appears with a white background.
Monday, May 7, 2012
Little Revolutions
Pissed off consumers on one side of the counter. Bitter 50-something Soviet-era shopkeepers on the other.
“This is just unacceptable,” an architect I knew stood with the customers, his face growing increasingly red. “I want you to understand why I cannot use your work.” The smirk on the face of the copy shop’s battleaxe widened in direct proportion to how angry the architect became. “My drawing is green, and look at your copy. What color is it?”
Standing a meter away even I could see that it wasn’t green. “What color is this?” the architect asked me when the shopkeeper put her hands in her pockets and stared away into space.
“It’s piss yellow,” I answered loudly enough she couldn’t ignore it.
“Piss yellow,” repeated the architect who turned again to the shopkeeper. “Are you now going to tell me it’s green?”
The shopkeeper stared at her feet for a good long moment. “No, it isn’t green,” she finally conceded. And then I just about hugged the architect for his small victory over some of the nastiest human beings in Estonia. I had used that copy shop dozens of times, each time secretly hoping its employees would be visited by the plague.
I’m not proud of wishing ill on unfriendly shopkeepers, but I have to admit that I am not above it. Almost every week, during some customer interaction in Tallinn, I think to myself while staring the shopkeeper: Would it be too much to ask for you to just go away and die?
“But it’s not our fault,” the shopkeeper added as soon as she’d conceded that green and yellow were not the same. “It’s the machines!”
As the architect puzzled his way out of that one, an Estonian pianist known for his dramatic flair flew through the door.
“This is a disaster!” he shouted, brushing past all of us in line to the counter where he threw copies of a musical composition in front of another shop worker. “The black is not black, the white is not white! Do you know how much money I have spent in this shop? Twenty thousand euros I would bet you. My entire career I have come here. And now look what you give me!”
As I stood on my toes to peek over the pianist’s shoulder to see if they’d made his music piss yellow, the employee folded her arms to form a shield, jerked her chin skyward, and entered her thousand-yard stare. “It’s not my fault,” she said. “It’s the machines!”
The pianist paused. He looked at the shopkeeper. He looked at the architect. Then he looked at me, his expression saying, Does she really think I’m stupid enough to accept that as an answer?
He was asking for my help, I could see, and I wasn’t going to abandon a man in the right.
“It’s the machines!” I shouted at my highest volume. “The machines have taken over, and it’s up to us to stop them!”
“Oh, my god!” exclaimed the architect. “They’re probably unstoppable now. They’ve taken over the entire city, at the very least the city government.”
“He’s right,” cried the pianist. “Maybe Bruce Willis is available to fight these machines?”
Other customers also got into the spirit of things.
“I’ve warned my son about computers,” said a middle-aged woman, though I was not sure she’d completely understood. “Computers can be dangerous!”
“Perhaps we should set fire to the machines!” offered a very old man with a cane. “That sometimes works in the movies.”
“A great idea!” howled the pianist. “A huge fucking fire! It may be the only thing that will work!”
“I’m with you,” the architect declared. “Perhaps you have a canister of gasoline we can pour all over the copy machines?” he asked the shopkeeper, striking the flint on a ruby red cigarette lighter produced from his pocket.
Such camaraderie and singleness of purpose I had never before had the privilege to be part of in Estonia.
I’d of course heard of the Baltic Chain and Hirvepark, but they were not a part of my youth. Until now, the Estonia I had known was one of passivity, of people shrugging and turning the other cheek. But finally, after 20 years of waiting, I was present for the moment when an Estonian finally put up his hand to say, “Enough.” And it was an object of beauty.
So what if it was only in a copy shop? So what if the adversaries were nothing but some middle-aged ciphers? It was still pure joy to see citizens confront the perverse stupidity of somebody’s system.
I sometimes imagine what it might be like if Estonians collectively got tired of the shenanigans of the city government. I imagine thousands of them converging on city hall some sunny day. When they arrive they knock on the door and are politely received by the mayor.
“Won’t you send these people right out?” asks the people’s representative, who hands the mayor a list. “And examine the list for your own name, too.”
Seeing there are a few thousand people outside, those called have little choice but to come out. And the people show themselves to be in no real hurry, having brought lawn chairs, thermoses of coffee, and pastries wrapped in newspapers, which they happily share between them.
The people on the list report one by one, whereby the people’s spokesman offers them his seat, and calmly delivers the message: You have violated our trust and proved an embarrassment to the republic. You are requested to leave your post immediately and report to a farm in Põlvamaa where you will be retrained with a useful skill. Thank you for your time. That is all.
While the Greeks and French may be talented at setting things on fire, they have a rough and clumsy way about them. There is really nothing more elegant than Estonians deciding they are going to get their way.
Classy protests are few and far between, but when one happens abroad, I often look to see if Estonians are not behind it.
When University of California at Davis students lined the path from Chancellor Linda Katehi’s office to her car to silently shame her for the pepper spraying of students, the composure they showed was an act so elegant in its execution that I scoured news reports and blogs to see if an Estonian name might not be behind it.
Although I wish Estonians luck with their IT, I am not convinced it’s going to be a famous export item. But why not singing revolutions? It isn’t everyone, you know, who possesses enough self-control to not throw a Molotov cocktail.
There is nothing I would have enjoyed more, quite honestly, than to see that copy shop set on fire, but we all knew that nothing of the sort was to happen. The Soviet battleaxes were as safe as they could be. They could only go home that night, like Linda Katehi, secretly ashamed for having let things reach the point they did.
I imagine that copy chop is as puzzling to the architect and the pianist as it is to me. Like me, each time they patronize the shop they speculate as to how it’s possible every single employee can be so bitter.
Perhaps the employees were genetically engineered in a secret laboratory deep inside the Urals? They were people bred to be emotionless, who were simply released on the world when the funding ran out in the 1990s.
Or perhaps all the copy shop staff are orphans, children who grew up without being held in the arms of a loving parent even a single time in their entire lives? They had come from a cold, cruel world, and were only giving back what they received.
Or is their story more quotidian? Perhaps all the workers are former executioners from the Patarei women’s prison?
Or perhaps they are former mistresses of the copy shop owner? They fell hard for him, were nurtured by his love, only to be thrown over for another woman. They were still needy, and they had nothing to do in life but to work in close physical proximity to him, spending their remaining years tearing themselves apart, wondering why they weren’t good enough to be The One.
This is no ordinary copy shop, after all. One could send a troupe of professional circus clowns into the shop, and each would leave in severe need of psychological counseling.
There is a second copy shop within walking distance of the city center, but I do not go there.
Its employees are not especially friendly, either, but they seem to present no great psychological puzzle. When you pay what it costs for copying, if you can’t get good customer service then it’s still nice to get a little something extra, even if it’s only a glimpse of life’s rich tapestry. Just don’t go there looking for quality copies.
***
Enjoy a battleaxe-free purchase.
Friday, April 13, 2012
Back to School
Sunday, March 11, 2012
Not Kingly, Not Manly
Saturday, March 3, 2012
Friends
Thursday, February 16, 2012
Muzhiki
Last month in Moscow, Vladimir Putin attended a no-rules, ultimate-fighting bout. The western press drew attention to the fact that the Prime Minister was booed, but what few covered was the fact that the American, Jeff the Snowman Monson, had a leg in his bone snapped by a kick from Feodor the Last Emperor Yemelianenko. As the New Yorker’s David Remnick described it, Monson, beat to a bloody pulp by the Russian, had to be carried away to the dressing room, his lips “as fat as bicycle tires.”
Although Team America may have lost that particular match, to their credit, Americans still love violent sports. Their blind dedication to their rather boring version of football produces problems with memory and concentration, creates speech impediments, headaches, neurological issues, and a higher incidence of depression in its professional players at 19 times the rate of the normal population. And plenty of amateur players (read: children) suffer head and spinal injuries each year for the glory of their parents who live vicariously through their little footballers and teach them the game as toddlers. But still Americans will risk it all for God, Country, or the honor of the neighborhood school.
In Canada, though we haven’t the budget for destruction that the Americans have, we still have the appetite. Our incidence of firearm ownership is through the roof, and hockey, that full-contact sport for middle-sized white guys, usually can be counted on to produce a fight that scatters teeth and paints the ice with blood. And sometimes the players fight, too.
But in Estonia, much like the rest of Europe, citizens enjoy a version of football which is actually played with the feet. There is also badminton and volleyball. And a sport called handball, where tall men struggle to throw a small rubber ball into a net. To wind down after a game, players are known to go home and apply for EU agricultural subsidies.
Sometimes I worry about the Continent.
But Europe wasn’t always full of pantywaists. Dueling was once popular in Estonia and elsewhere, even at the student level. The single goal of a mensur bout was to endure injury stoically. Student corporation members fenced at arm's length, attempting to strike unprotected areas of the opponent's face and head. The smite, the scar across the cheek, chin, or forehead, was considered a badge of honor. Those were the good ol’ days.
A friend of mine is pimping for the foreign owners of a new company to be established in Estonia and has orders to hire a CEO. Recently, he consulted me at my EU-funded think tank where I earn a comfortable living serving in the capacity of Senior Armchair Anthropologist.
Many of the Estonians my friend approached about the CEO job had not only politely declined an interview, but had felt compelled to send page-long essays detailing why the new enterprise would fail. My friend showed me the letters (names blacked out, just in case you sent one, dear reader) many of them ending with some version of the sentence, “I simply can’t afford to be part of a failed enterprise.”
“Not that I expect this to fail,” my friend turned to me for help, “but why can’t they afford to be part of a failed enterprise?”
I had to explain to him, a naïve American who thinks everybody enjoys horror movies and rubbernecking at car wrecks, that while in his country failure – even multiple failures – was no big deal, in Estonia failure was the equivalent of a dueling smite running horizontally across the ass. You could never again enter the sauna with your friends.
The 30- or 40-somethings with experience he wanted to hire were, in American parlance, either chickenshit or already entrepreneurs. If he wanted risk-takers, then he was going to have to either look a lot harder to find his Estonian Richard Branson, or simply give up and hire a 20-something. I counseled deceptive advertising: Instead of “Manager needed for deeds of derring-do,” go with “Warm place to sit, high salary, flash car.”
My friend argued that my theory was bullshit, that the only truly safe jobs in any country were those in government and, in this economy, possibly only those in parliament. In order not to lose the argument, I laughed my superior laugh and used my medical doctor voice to pronounce a diagnosis on the entire 40-something population: Atychiphobia.
If I was wrong, then where were the Estonian businessmen with huge appetites for risk? Where were the ones who, when they board a Tallink ferry in tossing seas, stand on the bowsprit with a harpoon in hand? (Perhaps they’re all in IT? Or working abroad in Russia?) Later I called the American and suggested he hire a Russian.
I don’t know about risk, but macho is an integral party of the Russian culture. And it comes top-down. While I’ve never seen a photo of an Estonian leader shirtless, Vladimir Putin has been, according to David Remnick, "photographed riding horses bare-chested, tracking tigers, shooting a whale with a crossbow, piloting a firefighting jet, swimming a Siberian river, steering a Formula One race car, befriending Jean-Claude Van Damme, and riding with a motorcycle gang.” Remnick wrote that once, on national television, Putin boldly attempted to bend a frying pan with his bare hands. He failed with the pan, but was unashamed. “See,” I told my American friend. “Case and point.”
Of course, not all Russians are like Putin, and not all Estonian 40-somethings are chickenshit. Admittedly, the Estonians I hang out with like to wrestle alligators just as much as any Canadian I know. And who can blame a guy for wanting a comfortable job?
It’s unlikely that the days of the mensur will return to Estonia anytime soon, especially with all that EU money around to incent us to practice good table manners and oppose capital punishment.
But I sympathize with the frustration of my American friend. Which is why I’ve invited him to over to watch the cockfights my French neighbor runs in the basement of his Nõmme home. It’s a setting where there are no international boundaries, where men of all races and creeds are united by our bloodlust and appetite for risk, even though the penalty for fighting roosters in Estonia is probably about as stiff as the two-minute suspension in handball. But, hey, we’re in the European Union, I remind my American friend. Life is supposed to be easy. If any of us wanted to suffer and toil and make a big deal of it, well, just east of here there’s a great place to get shirtless.
***
Vello collected.
