Here at followthethings.com, we’re fascinated by pranks, hoaxes and spoofs that try to bring into conversation the often hidden relations between the makers and users of commodities. Our whole site is intended to do this. It’s April 1st today so we thought it would be appropriate to mark the 60th anniversary of “one of the first times the medium of television [was] used to stage an April Fools Day hoax” (BBC nd) and “the biggest hoax that any reputable news establishment ever pulled” (CNN nd). On April 1 1957, the annual spaghetti harvest of a family in Ticino, Switzerland was reported in the BBC’s current affairs Panorama series. It was a bumper crop. This spoof was based on an assumption that people in Britain had no idea what spaghetti was, what it was made from, or where it came from. It arrived in tins.
Behind the scenes…
“Panorama cameraman Charles de Jaeger dreamed up the story after remembering how teachers at his school in Austria teased his classmates for being so stupid that if they were told that spaghetti grew on trees, they would believe it. The editor of Panorama Michael Peacock told the BBC in 2014 how he gave de Jaeger a budget of £100 and sent him off. The report was made more believable through its voice-over by respected broadcaster Richard Dimbleby. Peacock said Dimbleby knew they were using his authority to make the joke work, and that Dimbleby loved the idea and went at it with relish. At the time, seven million of the 15.8 million homes (about 44%) in Britain had television receivers. Pasta was not an everyday food in 1950s Britain, and it was known mainly from tinned spaghetti in tomato sauce and considered by many to be an exotic delicacy. An estimated eight million people watched the programme on 1 April, and hundreds phoned in the following day to question the authenticity of the story or ask for more information about spaghetti cultivation and how they could grow their own spaghetti trees. The BBC reportedly told them to “place a sprig of spaghetti in a tin of tomato sauce and hope for the best”.” (Source: Wikipedia nd).
At the end of 2015, followthethings.com CEO Ian Cook gave a talk explaining why we re-create scenes described on our website it LEGO, what our shoppers like about them, and what they add to our scholar-activist work. That talk was filmed and you can watch it below. He talked through a series of re-creations made in response to the controversy provoked by a TV documentary film called ‘Primark on the rack’ that was first broadcast 2008, and re-energised by Primark’s response to the Rana Plaza collapse in 2013. It draws upon the work of Political LEGO artists like legofesto, whose conversation with Julia Zielke we published a few months ago. Ian’s talk outlines the argument being made in an academic paper he’s currently writing. Think of this talk as its Trailer….