“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 make flippant comments from buses that imply you’re not sexy enough and that all the fun is happening somewhere else. They are on TV making your girlfriend feel inadequate. 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.
You, however, are forbidden to touch them. Trademarks, intellectual property rights and copyright law mean advertisers can say what they like wherever they like with total impunity.
Fuck that. Any advert in a public space that gives you no choice whether you see it or not is yours. It’s yours to take, re-arrange and re-use. You can do whatever you like with it. Asking for permission is like asking to keep a rock someone just threw at your head.
You owe the companies nothing. Less than nothing, you especially don’t owe them any courtesy. They owe you. They have re-arranged the world to put themselves in front of you. They never asked for your permission, don’t even start asking for theirs."
This is a letter written in response to the Banksy
by advertising professional Craig Ward who blogs here.
Dear Banksy,
I read your recent open letter regarding ‘The Advertisers’ and I
have to say I didn’t much like your tone, particularly coming from one of the
art world’s greatest marketers since possibly Warhol.
Allow me to say from the offset that I don’t much care for the
advertising industry as a whole either, though having worked at several
agencies in my career (as a typographer), I’ve done OK out of it. I live in New
York these days but when I lived in London I used to see your work all the
time. I didn’t ask to see it – in much the same way as you don’t ask to see
advertising – and I never much cared for it either. A lot of my friends did
though, and several of them now own your prints, books and in a couple of
cases, original works.
I should probably mention that, without exception, all of those
people work in advertising.
Now, as far as I see it, the very act of putting your work in
the public eye – say on walls, street corners, in alleyways and underpasses etc
– is, effectively advertising it by virtue of people being able to see it at
all. Exposure is advertising. And unless I’m much mistaken, the only
product you’re selling is yourself.
The
last time I checked, The Advertisers at least had to pay a lot of money to use
the public spaces that their wares occupy – unlike yourself who has decided to
remove yourself from that model in the name of art and anti capitalism.
Another
criticism often leveled at advertising is that it steals from artists and
plagiarises ideas, where as your work is merely ‘inspired’ by one artist; Blek
Le Rat. Which I guess is OK. And the fact that you’ve made a comfortable living
from it is also fine. I feel like it’s a convenient irony though that the only
people who can now afford to own your work are the ad-land Creative Directors
and City boys that you so eagerly rail against, while at the same time selling
your own brand of rebellious, anti-establishment cool.
If the Advertisers are laughing at us, then you are surely
laughing with them.It’s all just so easy isn’t it? Big companies are evil;
advertising sells stuff for big companies; ergo, the people who work in
advertising are also evil. I think Bill Hicks had a similar thing going a few
years ago. No, wait I’m sorry, exactly the same thing going.
As a child of the 80′s I grew up surrounded by cigarette
advertising, yet I’ve never bought a pack in my life. I’ve seen car ads every
day for 30 years and I’ve never bought one of those either. That’s as much as I
can say about myself, but it’s clear to me that you’re ignoring the fact that
people have a choice in what they buy – if they buy anything at all – and that
they actually like buying things. They work hard for a living and purchasing
something other than basic food, utilities or clothing gives them a sense of
achievement; that their hard work has paid off in some capacity.
When I
first read your letter I thought you were going to mount some stenciled horse
and storm the castles of advertising with a well formed argument, but instead
it seems like you were just inciting people to steal and vandalise ads that
they saw on the street. Personally, I don’t have the time or inclination.
Regarding ‘the most sophisticated technology the world has ever
seen’ that you mention, you must be referring to the office fax machine? Having
seen agency life, I can attest that there’s nothing Machiavellian going on; no
illuminated map of the globe and no sinister plot to take over the world;
just a bunch of people trying to make a living.
As it stands, there are only 1.2 billion formal jobs in the
world for the 7 billion people that live on it. If advertising keeps a few
thousand off the streets then let it be, eh? People who work in advertising are
good enough to buy your work, so why not buy some of what they’re selling from
time to time?
Kind regards and good luck in your future ventures.
Craig Ward
Now we have had the fun of reading the rant and its
reaction. You are free to support who you want. Nonetheless, some brands like Ikea
have actually gone on and used Banksy style of graffiti to promote themselves,
just as Banksy has used say McDonald’s or Col. Sanders of KFC.
