My Life, My Death, My Sense of Humor
Some people just can’t see the humor in death. Not so the Billboard Liberation Front (BLF).
A billboard created by the Final Exit Network (FEN), a controversial right to die organization, was on display for less than a month when it suffered a flash guerrilla attack from the BLF. The billboard, which stood at the corner of Howard and South Van Ness in San Francisco, originally read: “My Life My Death My Choice,” and was followed by the URL for the Final Exit Network’s website.
Once “liberated,” the billboard read: My Life My Death My Choice…. PhillipMorris.com.
In a mocking press release, the BLF wrote that it was “honored to announce a new marketing partnership with Phillip Morris that finally brings together the rugged sense of American independence with your most important choice as a consumer: your death.”
“We’ve always said that the only two things in life that are unavoidable are death and taxes,” commented Michael E. Szymanczyk, Chairman and Chief Executive Officer, Philip Morris. “This campaign drives home that message where, if you are gonna die, might as well do it on your terms. Just like our Marlboro Men did.”
The press release went on to note that all former Marlboro Men “were unavailable for comment due to their rugged, manly choice of death by lung cancer.”
This is pretty funny, in a dark humor kind of way, and I’m all for getting rid of billboards. But unlike an earlier guerrilla action that took aim at the McDonald’s Corporation – doctoring a McD’s billboard to read: “You have about 10,000 tastebuds. Kill them all.” (instead of use them all) — the BLF used a small and controversial group who are already under legal pressure to make their point. (Four members of the Final Exit Network were arrested last year in Georgia after allegedly aiding a man with terminal suicide to die. The trial is set to begin next month. All four defendants are elderly and this has been an incredibly stressful time for them.)
But the BLF saw a golden opportunity to take a pot shot at Phillip Morris and they took it. And, frankly, who can blame them? FEN’s rather self-righteous slogan was just too good to pass up. But I am sorry FEN got caught in the crosshairs. Given our country’s enormous uneasiness about end-of-life issues (the Terri Schiavo case, talk of death panels, etc.) I think groups like FEN need to be able to get their message out.
But maybe not on billboards. After all, what makes the billboard liberationists so effective is that they use this in-your-face marketing technique against the marketers – and make the point that billboards are obnoxious. And whether you agree or disagree with what FEN is selling, it makes me feel a bit queasy that they are selling anything at all.
Category: Posts | Tags: Billboard Liberation Front, billboards, Final Exit Network, Marlboro Men, McDonald's, Phillip Morris, zoe fitzgerald carter 6 comments »
July 4th, 2010 at 8:13 pm
Your statement, “This campaign drives home that message where, if you are gonna die, might as well do it on your terms. Just like our Marlboro Men did” reminds me of SOLITARY MAN which I saw this afternoon.
Some people are fortunate enough to be able to pick their deaths. Sometimes death sneaks up. Sometimes there are warning signs that shout at us when it is too late.
Okay, I’m rambling. What I’m thinking is that I’ve lost too many people since the end of January. Even though I have numbers and messages I’m not ready to remove from my cell, I’m starting to accept that death is a part of life.
If only I could tell those who are no longer here….
Lynn
http://www.writeradvice.com
Author of You Want Me to Do WHAT? Journaling for Caregivers
July 5th, 2010 at 6:37 am
Were it not for this post I might not even be aware of Final Exit network, a group that I’m happy to be aware of. Thanks for the exposure. I agree with your analysis. Cigarettes are bad, but why further jeopardize a group under siege?
July 5th, 2010 at 8:52 am
That is so funny – I had never even heard of the billboard liberation front and love the sound of what they do. I agree, a bit of shame that FEN got caught up in it but the swipe at the super smug Phillip Morris was too good to miss!
July 6th, 2010 at 3:41 pm
Agree with feeling a twinge for the FEN, but when you set yourself up…After all it is important that the Billboard Liberation Network is willing to make fun of anyone who is available, and Phillip Morris took more of a punch than they did.
July 7th, 2010 at 8:19 am
Billboards are probably not the best place to advertise this issue. Leaves it open to all kinds of responses like the one they got. Unfortunate but I agree, probably too good to pass up.
July 16th, 2010 at 6:16 am
PhillipMorris.com! Now that is just too funny!
The BLF should have their hands shaken for this kind of statement. Too bad it will fly far over the heads of most of those who view it.
I have advanced cancer. I face the kind of end that FEN hopes to make easier for people like me. Long live Final Exit Network.