So yesterday by Scott Westerfeld

This is a rivetting tale, part thriller, part pop adolescent fiction, part expose of what makes things cool, about two engaging New York characters, Hunter and Jen. They meet when Hunter spots Jen’s unique shoelaces, which look like the red rising sun on a sideways Japanese flag. He asks if he can take a photo, using his new model mobile phone.

Hunter is a “cool spotter”, paid to spot new trends and report them back to big corporations. He invites Jen to go with him to a “cool tasting” to check out a new product and over the new two days, they go on a crazy chase through New York, trying to find Hunter’s missing boss, Mandy, and the coolest shoes that they have ever seen. The story is action packed with Jen and Hunter breaking into abandoned buildings, attending upper crust parties, and evading the Jammers, who work for the Anti Client, and who are trying to destroy market branding.

Readers will be challenged to name the products in Westerfield’s story – and identify those that are already obsolete (so yesterday). They will also be challenged to identify where they come in the cool pyramid – innovator, trend setter, follower, laggard or classicist and may not look at advertising in quite the same way again.

Themes: Advertising.

Pat Pledger