Maxx Barry's "Syrup" is a zippy satire written in the rapid fire style that is an attention deficit's dream -- those not compelled to read until all hours by the breezy style and frequent dialogue (not to mention chapters interupted by marketing concepts, like a printed page version of ticker tape news)will be compelled by its irresistable concept. Scat, the lead character, invents a million dollar concept, sells it to Coke, and then has his idea stolen out from under him. He spends the rest of the novel going to Sisyphean lengths to right the wrongs that plague him.

With characters named 6 and @, Barry gets the economy of phrasing award. Scat bears more than a passing resemblance to Holden Caulfield. Phonies abound in our hero's Los Angeles, including a patent-stealing roommate and faux lesbian love interest. This is a book where everyone has a fake resume, and even the narrator may be jerking our chain. You can't entirely root for characters this spiritually adrift, but you can wish them their own brand of happiness. A brand, no doubt, soon to be bought and sold by the Coke corporation.

Every once in a while a book flies in under your radar. Usually, it's been recommended by a friend, or worse, an acquaintance who thinks you'd just love it. You've never heard of it, the cover looks suspicious and you just know that, if it were any good, the publisher would have spent more money and effort marketing it. But to be a good friend or acquaintance you just have to read the darned thing, especially since you've shoved at least four "great" books down this person's throat over the course of the last couple of years.

"Syrup" by Maxx Barry is just such a book. A friend gave it to me because I studied Marketing in college, thinking that I would find it more hilarious than might the average Joe. I was going to do my usual book-borrowing routine (read a chapter in the middle, then hand the book back saying "It was great, but I especially loved the part where...", then quote chapter on verse on the small part I actually read),but something terrible happened...I became interested. I actually laughed. Out loud.

As has been mentioned, this is the story of Scat (who changed his name to "Scat" in order to become wealthy, powerful and famous), developer of great Marketing ideas, his partner and object of unrequited love, 6, and their arch-enemy, Sneaky Pete. The three wage war on the landscape of Coca Cola Corp. in LA.

The trouble with just about any novel in which the characters must come up with brilliant ideas is that the ideas are generally only good within the confines of the novel, where the writer can edit out any realists who might claim, "Um, that couldn't possibly work in this context." But that's a small suspension of disbelief to make when the payoff is this much fun.

Scat, frankly, is an idiot. But an idiot with charm. 6 is unkind, but crafty, and warms up. Sneaky Pete is...well, nothing. He's a cardboard villain with no real personality. But that's okay, he serves his purpose well.

There's no real depth to this book, but that's okay, too. It's hilarious and warm and sweet and worth a good look. If you get the chance, buy the hardcover, as the cover on the trade paperback is absolutely distracting and ridiculous.

Perhaps Sneaky Pete snuck this paperback cover concept past Maxx Barry in one of Barry's weaker moments. It has next to nothing to do with the book...in fact, it's a distraction once you start to get wrapped up in the world of Scat and 6.

Thankfully, that happens on Page 1.

So don't let the cover put you off from buying and reading it. Like the creative concepts that are the Holy Grail of this work, the inventive virtuosity that Barry displays in 'Syrup' is stunning. It's a fabulously funny riff on marketing, filmmaking, and office politics.

And there are some damn good ideas in here, too. The concept that Scat develops for the Classic Coke summer promotion (tagline: 'Wouldn't you die for a Coke?') is something I'd put on TV in a heartbeat (you have to read the book to appreciate the inspiration behind this line).

One further item of note: very interesting to see the list of books under the amazon.com title "Customers who bought Syrup also bought..." They're non-fiction treatises on the deconstruction on marketing and advertising.

I devoured these 294 pages in 24 hours and never had a better time reading a book.