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Book Review: “99 francs” by Frederic Beigbeder In the year 2000, Frederic Beigbeder has written a book and got fired because of it. That means that the novel, that has become a huge bestseller around the world since then, has accomplished it’s former purpose, which was the author’s main reason to write this story. Beigbeder himself mentioned it in the book constantly: “I’m writing this book to get fired.” and to claim his unemployment insurance. The facts tell us that this has indeed happened in real life.

Well, the book is ugly, narcissistic, vulgar and full of complicated affairs, but still, it represents a very interesting approach on life in an advertising agency and more exactly, the ugly parts of selling beautiful lies to the avid consumers. It’s not hard to understand, not hard at all, why the advertising agency dismissed the author. “99 francs,” or amusingly “14.99” after the currency exchange in France and “6, 20 Euros” after the beginning of crisis, represents an attack on advertising. „I spend my life lying to you, and I’m paid a shed-load for it,” says our charmless narrator, insisting that „usually when you start writing a book, you try to be likable and all that, but I don’t want to hide the truth: I’m not going to be a nice narrator.” 99 Francs opens with the appropriately grandiose observation that “everything can be bought: love, art, planet Earth”. The book is mostly narrated by one Octave Parengo, who works in a (fictitious) advertising agency in Soho (in Paris in the original). In between Octave’s big adventures, crazy parties and difficult hangover mornings, easy girls and complicated affairs, his problem with drugs, we can also see the cynical vision of a man who is bored to content the world with useless ideas. The nice thing about this is that in the real life, Beigbeder, the author, has signed slogans that have become successful mottos in France.

Living life in the fascinating world of the corporate headquarters of Ross & Witchcraft, Octave’s main problem is to think about the purpose of his existence, where he has come from and where he may be headed. This continues until he meets Sophie with whom he falls in love. Their sweet little romance soon falls apart when Sophie finds out that she is pregnant and Octave fails to be ok with that. From then on, the story underlines Octave’s journey in creating an advertising strategy for a yogurt manufacturer Madone.

It’s easy to guess that the similitude with the name of a huge yogurt company is not random, while the author himself uses ironic references to famous ad campaigns. The book’s release, and the author’s rise to the heights of glory and fame made the book be sold in 400.000 copies in France before it has been translated. More than that, in 2007, a movie was released after Beigbeder’s novel. “99 francs” is a book hard to digest for those who have a sensitive stomach, a book written in slang and with the use of rather harsh criticism at the current market economy driven by well-known companies that spend huge sums to persuade people to buy stuff. It shouldn’t be recommended for those who strongly believe in the beauty of the advertising world. Moreover, no one can tell if the story is true for every copywriter, art director or product manager.

One thing is clear: if you read it, it definitely makes you think twice if you want to get in the business or not.