Columns

Still life

Time after time

time felix

Nobody values time these days. Hence, time waits for nobody they say.

Just a play on words, with a dash of grandmotherly advice you might add. Makes sense, sometimes, if you are in the advertising scene, pursuing clients for an approval. And the ‘deadline’ hangs like a sword, tied to a thread above you. Like they say in advertising lingo, ‘this design was wanted yesterday’.

Time is a commodity that is sought after by many. Some would be only too eager to buy time, although it isn’t as easy as buying a watch. Others prefer to bide time with an easy-going lifestyle. It can cost you to idle your time away, therefore others are quick to advise you that ‘time is money’.

A lot of useful hours are wasted in travel. Add to that, the queues and long waiting hours at airports, internationally. There seems to be an utter lack of awareness for time, in the name of security, from those who manage the system. Time as you know, is always short for the business traveler. Read the frowns on his face when you are at an airport next.

It is debatable however to discuss the issue of time lost at shopping malls. It is the liberty of the men – unless they’re shopping for pleasure – to argue that shopping is a complete time-wasting exercise. The women on the other hand, beg to differ. It is a never-ending argument, if we had the time for it.

There are ample of essays, songs and poetry dedicated to the importance of time. There are also sufficient pubs and ‘happy hours’ around, to help you spend your idle hours usefully. For those who prefer the latter I am sure they wouldn’t know how to manage time without them.

Like they say, only time will tell. Every time you are stuck with a deadline, you can feel your time ticking away with the sword hanging on a thread above you. With tensions bottling up from within, it is only a matter of time before insanity takes over. You are in that state of mind, which takes you to the edge of a cliff and gives you a gentle nudge at the finishing line. Time out.

You might wonder what got me time-conscious all so suddenly. No, I am not at an emergency ward, fighting between life and death. I am not even pursuing clients for an approval, with a sword tied to a thread above me. Nor have I particularly decided to change my laid back attitude. In fact, I am on vacation, biding my time over a cool lemonade, sipping as I watch the ship sail on and the time fly by!

- Felix Foo

 


In advertising not to be different is virtually suicidal.
— Bill Bernbach