Adbusters

Commercial Breakers TV Spot

Rejected by FOX News.

Music by Remano Eszildn, motion graphics by Alex Kurina.


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: a crisis of identity, a crisis of hunger, a messy floor, an unsightly blemish or erectile dysfunction. 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 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.

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470 comments on the article “Commercial Breakers TV Spot”

Displaying 11 - 20 of 470

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Anonymous

what then is a subversive advertisement? Is it even possible to make an advertisement that is subversive? seems like an impossible task.

Anonymous

what then is a subversive advertisement? Is it even possible to make an advertisement that is subversive? seems like an impossible task.

sea3d

It is not impossible. By definition (look it up) one has to be part of the system they are trying to destroy or disrupt. If your part of a marketing team and manage slip by some sort of advertisement that is destructive to the company or system, then you've done it. To be sure it has been done before. What Adbusters seems to be trying to do is not subversive as they are not part of the companys they aim to attack. Instead they are trying to throw a "monkey wrench" into the works. Unfortunetly this attempt is more like throwing pebbles at a buldozer, instead of crawling inside the beast and and gumming up the works.

sea3d

It is not impossible. By definition (look it up) one has to be part of the system they are trying to destroy or disrupt. If your part of a marketing team and manage slip by some sort of advertisement that is destructive to the company or system, then you've done it. To be sure it has been done before. What Adbusters seems to be trying to do is not subversive as they are not part of the companys they aim to attack. Instead they are trying to throw a "monkey wrench" into the works. Unfortunetly this attempt is more like throwing pebbles at a buldozer, instead of crawling inside the beast and and gumming up the works.

Auntie P

Great idea and concept but why was your text so difficult to read? I really struggled with it - you're losing your message with an overly complex font.

Auntie P

Great idea and concept but why was your text so difficult to read? I really struggled with it - you're losing your message with an overly complex font.

redtaperecorder

sea3d has some strong arguments -- you might wanna jot those down and keep them in mind before you make your next attempt. but do please make more attempts: these commercials may not make a huge impact but perhaps they'll get the wheels turning in someone's head... and that's where it all starts, right...?

redtaperecorder

sea3d has some strong arguments -- you might wanna jot those down and keep them in mind before you make your next attempt. but do please make more attempts: these commercials may not make a huge impact but perhaps they'll get the wheels turning in someone's head... and that's where it all starts, right...?

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