'Adbusters', we understand your idea but are very disappointed in your latest campaign, and if you don't refrain from pandering to Rupert, we will not be renewing our subscription to your mag:
COMMERCIAL BREAKERS – Rejected by FOX
We're continuing our campaign for media democracy with a series of subvertisements aimed at disrupting the promotion of overconsumption and attacking the legitimacy of advertising. We want the right to broadcast these subverts and we're willing to pay, but the major networks aren't willing to air them. So far FOX has officially rejected our first spot, COMMERCIAL BREAKERS, and MTV has cut off communication entirely.
The idea behind COMMERCIAL BREAKERS is simply to sabotage the meaning of advertising and undermine the power of brands. The average TV ad presents the consumer with a crisis, be it a crisis of identity, a crisis of hunger, a messy floor, an unsightly blemish or erectile disfunction. The crisis is always a crisis of choice, but there is only one choice: the product being advertised. Each ad expresses an individual brand's vision of utopia; a perfect world constructed around a singular message: if you buy the product being advertised, you will be happy and content ... if only for a moment.
This consumer utopia – beamed into our consciousness 24/7 – is a distraction from our real crisis, be it existential, spiritual, environmental, economic or political. And so rather than interpret advertising as a choice between colas or a choice between brands, we seek to reinterpret it as a choice is between the real and the artificial. It's not Pepsi vs. Coke, it's Cool Diet Cola vs. Climate Doom.
After a string of legal victories against Canadian television networks, we are now determined to take on NBC, CBS, ABC, FOX and MTV in American courts. In order to make this happen in the near future, we need our legal war chest filled. It's a tough and expensive game going head to head with these giant corporations in court, but we refuse to back down.
How else can you help? Agitate FOX and MTV and help us spread COMMERCIAL BREAKERS on the web. If you're a twitter user, throw a #fuckfox hash tag on your tweets. Make your own viral subvertisements, memes or mindbombs and launch them anywhere and everywhere you see fit.
Adbusters Media Foundation