A imagem acima engana: o video de verdade está aqui.
Como se não bastassem suas campanhas online, revista própria e demais ações, o pessoal dos Adbusters deu mais um passo para chamar um pouco da atenção pública à sua causa. E acertam na mosca com uma ação de mídia-guerrilha, dentro da própria mídia, que é um prato cheio para debates. O plano é simples:
1) Os Adbusters criam um comercial de TV bizarrinho falando mal das marcas e do consumo (a peça do link acima, que na verdade nem é grande coisa);
2) Eles contatam os departamentos comerciais das emissoras para comprar espaço comercial, como qualquer anunciante, para veiculá-lo e fazer um “subvertisement”;
3) As emissoras não aceitam veicular as peças, pois atentam contra todos os demais anunciantes do canal e ainda conclamam à consciência consumista;
4) O pessoal do Adbusters faz o maior auê em cima da proibição e queimam o filme de todo mundo.
Esta tática começou no Canadá, terra de origem do movimento, e acaba de chegar nos Estados Unidos. MTV e Fox já disseram não ao comercial e o resultado está aqui…
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.
Questão de tempo para que este debate tome proporções globais.
Alisson Avila
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