daddy, what’s sundowning? (13. 351)

The most memorable and harrowing instalment of the series of commercials from Time-Life, aired first in December of 1985, the twenty-five volume serialisation of the conflict bookended the Reagan administration, released from 1981 to 1988, The Vietnam Experience sought from a mostly American perspective to bridge the rifts across the Greatest Generation, the Baby Boomers and generations next through exposure of tactics, cultural gaps, secret, parallel waging of conflicts by assaying the social and political aftermath and reckoning. To these ends, the two-minute spot features a plaintive question as father and son (the other timely response is “Look it up, dear” promoting Encyclopaedia Britannica from the following year and maybe prompting a generation of independent-research) whilst touring the newly dedicated and controversial veterans’ memorial wall of Maya Lin. The gravelly narration is provided by Martin Sheen, delivered with the intonation of his role as CPT Willard in Apocalypse Now, framed as a “question a child might ask” and followed by several others in the same vein, “Daddy, did we win?” and portentously warning that these queries must not go unanswered. Though in the fullness of time technically not forever wars as eternity will eventually embrace the Sun’s supernova, we have to wonder what cold-comfort we might offer in terms of explaining what’s a late night rage tweet, what’s a golden shower, covfefe, self-own, projection, deflection, hamberder, etc to someone who has not directly lived through these time.