#brandalism

There’s a presence following us everywhere. Insinuating itself into our lives, as we enjoy movies, TV shows and music. This rude roommate not only lives with us, but follows us to school, to work and everywhere else that we go, constantly blathering to wear us down. Posing as an indulgent pal, it offers tasty treats, with “go on, you’re worth it!” encouragements. Then, morphing into the concerned friend, it chides us “you’re getting some love handles there, buddy!” and pushes snake oil for that too. Yes, I’m talking about the shifting personas of ADVERTISING. 

You don’t truly notice the ever-present & manipulative jibber jabber of advertising till it’s not a part of your life. It’s like cigarette smoking in this. I was raised by on-again-off-again smokers, and for many years worked in offices permeated by ever present cigarette smoke. Soaking in it everywhere for my entire life, it was only upon moving to California (where it’d just been banned) that I truly became aware of smoking. After living smoke-free, I couldn’t believe the stench when visiting places that still allowed it in communal spaces. My own hair & clothes reeked of it, even though I didn’t smoke myself. Bleurgh!

Likewise, after soaking in advertising my entire life, I’ve only recently lived in a (relatively) ad-free bubble, enjoying media streaming services at home for the last few years. We just watched a movie in a cinema for the first time since 2019. Tickets were almost 20 dollars each for comfortable reserved seating in a beautiful theatre. Then we had to endure 30 minutes of constant advertising blather before the film. Not movie trailers mind you, but ads for clothes, soft drinks and so on. After living ad-free, this was excruciating, and eye-opening. Absence had not made my heart grow fonder. Quite the opposite.

The deal used to be that we tolerated the buzz of ads - like blowflies at a picnic - in exchange for free movies & music (on radio & TV). Nowadays, I pay extra for the ad-free option with entertainment media. Which is a blackmail shakedown - “Pay us, or you have to watch another incontinence commercial” - but at least I understand the terms of that arrangement. I don’t understand (or accept) any deal where I pay AND get ads too (which is why I didn’t have cable TV for very long). If theatres want us to come back en masse after the stay-at-home-years of covid, then making the experience special is key. For me, paying premium prices to watch Madison Avenue Punch & Judy shows is an absolute no no. 

Advertising is RUDE. The constant interruptions are simply annoying, but the purpose of the messages is insidious. In our real lives we are wary of people who constantly broadcast their own PR, because they’re trying to manipulate our perceptions of them. We must be on extra high alert for those who tell us what we are, because they’re trying to manipulate our own perceptions of ourselves.These are the goals of advertising’s trillion dollar industry. It is a nonstop psyop, fanning our hopes and inflaming our insecurities for profit.

“The spectacle of advertising creates images of false beauty so suave and so impossible to attain that you will hurt inside and never even know where the hurt comes from.” - Robert Montgomery

Ever since humans first gathered around fires and hearths, we’ve related to each other via stories. Stories are ‘lies’, in that many of them are 100% made up, but we know that and sharing them is fun. Besides, there may actually be a truth within the story. A parable. However, the human love of stories makes us vulnerable to manipulation by stories too. This is well known on Madison Avenue. Advertising subverts the parable, where the parable’s ‘moral’ has been substituted with a plug for Brand-X. 

It used to be that everyone was served the exact same ads at the same time, but we now live in the era of micro-targeted advertising. After sneakily looking through our private data, the rude roommate can now identify & hammer on each of our specific ‘problem areas’. Despite my attempts at internet ad-blocking, the rude roommate has a fairly accurate demographic profile of me, and websites I visit now display ads of male middle aged losers, worried about their dicks, bald spots, love handles & baggy eyes. The rude roommate has custom-curated these parables just for moi. If advertising was indeed your roommate, an actual person, they’d be the worst person you know. A passive aggressive, gaslighting master manipulator, and the last person you’d want constantly whispering in your ear. 

“People are taking the piss out of you everyday. They butt into your life, take a cheap shot at you and then disappear. They leer at you from tall buildings and make you feel small. — They have access to the most sophisticated technology the world has ever seen and they bully you with it. They are The Advertisers and they are laughing at you.” - Banksy

 “Narrative” has become a buzz word, and Hollywood folk (including story artists) now give story seminars to big companies. Wall Street, Langley, & Silicon Valley understand the appeal of storytelling, and Washington & Whitehall both use Spin Doctors to “get ahead of the story" and "control the narrative". The NSA & CIA know a little about narrative manipulation too, and even they are wary of internet advertising propaganda, and use ad-blocking software. Takes one to know one, right? Speaking of that, my own growing allergy to advertising is surely punishment for years of participation in the mass hypnosis. Yes, at one time I enabled the rude roommate, by animating parables that enticed kids to eat sugar bombs for breakfast..

Mea culpa!

Given that advertising so often subverts artforms, artists have been known to return the favour.  B.U.G.A.U.P. was a collective of Sydney graffiti artists active in the 1970s/80s who specifically targeted advertising, very active when I lived in that city. Their special brandalism defaced advertising billboards to subvert the intended message of the ad, revealing the hidden truth of the unhealthy product itself. These wittily-defaced billboards on commuter routes in Sydney were talking points at office coffee pots & tea urns each morning.

Their movement spread to other cities in Australia and even to other countries (I often wondered whether Banksy knew about them) and B.U.G.A.U.P. activism ultimately led to a ban on cigarette advertising in Australia in 1994. Advertising’s corrupted parables RE-made into truth telling parables again. Utterly brilliant.

PS: Full BANKSY QUOTE on advertising (as illustrated by Gavin Aung Than).

eucanthos

Kehlani It Was Good Until It Wasn’t

Watts Riots August 11-17 1965 | LAFDHS | Flickr

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Subvertising

You may be a graffiti writer or street artist that hides in the shadows and wants to take over some corporate high visibility ad spaces. You may be a member of the public who just wants to open corporate ad spaces in the city and remove the offending advertisements. Or you may be an activist that wants to raise awareness of your struggle by using the advertising space as a way of reaching the public. Whatever your reason, one thing is clear: a city with fewer ads, more public art and a mixture of stories and voices in public space is a healthier and more representative city.

Within this manual is a selection of the research and practices that have been created by artists in several countries around the world who have worked hard to learn about these spaces, find the keys, test the processes and develop easy, risk-free ways to take over these ad spaces. Essentially we have done the hard work so you don’t have to.

Thanks to globalisation, you can now spend around £12, and get access to over 100,000 ad spaces across the world. Over the last few years Brandalism, PublicAdCampaign, Special Patrol Group and other friends around the world have installed thousands of artworks in ad spaces in various countries.