On Tuesday evening (writing on Thursday) news came through of a fresh Paul Insect piece on Hackney Rd, too late to grab a photo but never mind, there’s always Wednesday. Later that night a web link took me to the slick, well laid out website of anti corporate advertising campaign Brandalism.
The objective is to rail against mind manipulation on a galactic scale by the advertising strategies of global brands. Or as Brandalism has it – “This exhibition is about trying to open up questions about the ills created by advertising, the false needs and destructive desires it attempts to instil in us, and it is about trying to reclaim some of the spaces taken from us. “. An impressive list of 24 artists from UK and abroad have taken over billboards in London, Bristol, Birmingham, Manchester and Leeds to, oh irony, promote their campaign.
You can’t help a further chuckle at Brandalism’s media savvy strategy to spread it’s message fast and far, truly it picked up the tools of its oppressor. The website, the feature on Vandalog, the mainstream media coverage in the national daily Independent and London’s Evening Standard smack of just more of the same PR planning as the mega corporate. One of the artists on the Brandalism list is Jordan Seiler whose work disrupting commercial ad campaigns has achieved global publicity in the past. In NY, a large scale campaign against illegal advertising eyesores was hugely successful, who’d have imagined in a locked down hood like NY such a problem existed. Graffoto also shares and applauds his pops at the most successful anti establishment media manipulator Banksy. Brandalism channels the spirit of NY PublicAdCampaign best with this hoarding by Space Hijackers pointing out the ruthless and grotesque control by the Olympics Committee, using he law to crush un-licensed use of phrases it deems itself to have exclusive monetising rights over, plus – if true – the allegation that this site is actually illegal too. You could hurl a javelin from this spot into the Olympic park at Stratford.
The first flaw in the campaign is that complete obliteration of the existing paid-for ad means that there is no sign of who is actually being targeted. You want to see a bloody nose but this looks like a punch thrown against a shadow. As evidence of the evil corporate is missing this begins to look like artists advertising themselves. The work of Poster Boy, Zevs, Dr D, Ludo and Cut Up Collective (are they still active?) covered this angle by modifying the original advert leaving little room for doubting the corporate target.
The media blitz and consequential high profile may have been Brandalism’s undoing. Wednesday arrived (AS PREDICTED, HERE, ON GRAFFOTO) but the Paul Insect piece hadn’t lasted, papered over by an “official” ad for Macmillan Trust. Damn.
FYI – Jamphel Yeshi, Tibetan living in exile in India, burned himself to death in protest against Chinese rule in Tibet.
KennardPhillips survived the day, beautifully juxtaposed with an un-holy alliance of two brands currently exerting a vice-like legally enforced grip on public messaging space in London.
Leo Murray had gone the same way as Paul Insect, covered over with the same MacMillan Trust ad.
Artists annexing public space without permission are exposed to the charge that they are in effect advertising themselves, that is nothing new. Broken Fingerz’ stunning piece is signed in his usual style by UNGA, unintentionally ironic in a campaign against excessive brand promotion.
Brandalism’s associated media campaign ensured its own demise, they tweaked the tail but then hung up neon signs saying they’d chopped the head off. The billboard owners couldn’t let such high profile annexing of their lifeblood run, they had to act immediately. Advertising industry suits barked that they would not let the blighters get away with things, as covered at length here. As one says: “”We want to squash it as quickly as possible and return to normal”, adding that the OMC took the activity very seriously and was prepared to issue a cease-and-desist order.”
Intriguingly, the mad ad men are forced to admit that their clients are guilty of using the same space ambushing tactics as Brandalism “Nike is a brand sometimes associated with ambushing. Now they [Brandalism, I think] have ambushed the ambusher”. In fact, this “borrowed guerrilla” approach has been recently used by a shopping website in an ad which fooled us less well informed street art fans into pondering if the ad was in fact dogged. You take their spots, they bite your style!
With a little less of their own media blitz perhaps the art and the idea would have survived longer. This opportunity has been lost in favour of a high viz short sharp shock approach.
The radical is the new conformist, a career in marketing awaits.