Is It Monday Yet? Updated
A while back I posted about an NFL street advertisement made of AstroTurf and adhered to the street level postering frames which have sprung up around the city after laws went into affect prohibiting postering on the wood paneling that wraps construction sites. The "Is It Monday Yet?" campaign was removed quickly by residents looking to make use of the material. Another issue was that these "posters" often fell off the wall under their own weight. In a terribly crass way the company who originally posted these AstroTurf ads has used this misfortune to their advantage. (let us not discuss thier intentionality here) The new advertisement, which was put up in place of the fallen ads, makes the actual public interaction with these ads a part of the language which draws you back into this advertisement. Suddenly the advertisement is no longer a part of the ad, but rather the social interaction which happened due to the ads posting becomes the center of attention. As a viewer you engage this material off balance because the message is not in the forefront. Because this ad has become about the public and its interaction with this ad, and not the advertisement, it is approached without skepticism. In fact the ad itself is left almost fully out of the picture and you are left conversing with what almost seems to be another person, an artist or resident who needs to have your attention. All the while the green grass and thoughts of Monday night football dance around in the back of your head.