The late American comic Bill Hicks once infamously began a stand-up routine with the deadpan line “If you work in advertising or marketing, kill yourself now”. He may well have made an exception for someone like Mark Waldron, a poet who writes adverts for a living. His debut, The Brand New Dark , is far removed from the clichés and superficiality of modern commercialism; witty, subversive, often darkly comic poems which are full of unusual images and curious turns of phrase. But the world which Waldron deftly unpicks is also a bleakly decadent and harrowingly pertinent one, uncovering “The King … in his counting house / not counting out his money, but making some swanky / kind of love to his secretary”, while elsewhere, a man dressed in a Mickey Mouse suit at Disneyland becomes a chilling metaphor for our increasingly isolated and virtual lives. The success of the book, however, stems from the way in which Waldron handles the sinister, noirish aspects of contemporary life; a darkness w...
poet | critic | writer