That Ad You’re Making, Someone Somewhere Might Use It Against You Someday, If You’re Lucky

I like to see artists do something smart with advertising. Matt Siber, for instance.
bofa_floating.jpg
Here are some words from his Floating Logos artist’s statement:

Inspired by the proliferation of very tall signs in the American Mid-West, Floating Logos seeks to draw attention to this often overlooked form of advertising. Perched atop very tall poles or stanchions, these corporate beacons emit their message by looming over us in their glowing, plastic perfection. Elimination of the support structure in the photographs allows the signs to literally float above the earth. In some cases the ground is purposefully left out of the image to further emphasize the disconnect between the corporate symbols and terra firma.
Making the signs appear to float not only draws attention to this type of signage but also gives them, and the companies that put them there, an otherworldly quality. References can be drawn to religious iconography, the supernatural, popular notions of extraterrestrials, or science fiction films such as Blade Runner. Each of these references refers to something that can profoundly affect our lives yet is just beyond our control and comprehension.

I see Siber’s series of images as highly subversive. Take the supporting legs out from under the branded universe and still the backlit corporate logos loom. It’s a scary thought and not for the weak of mind.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.

Comments

  1. This image suggests to me, mindful of context, that BofA has “no legs to stand on”, so to speak. In other words, in imminent danger of collapse.