Jaxvillain's Jacksonville Journey

Atlanta Pranks Boston

I have spent many a night in front of my television trying desperately not to fall asleep so that I could watch Adult Swim on Cartoon Network for just a little longer. It's during these nights of laughing myself to sleep, that I often wish I worked at Adult Swim. I want to be one of the people that makes the chat-room-like spots that run between the shows. They are this hysterical dialogue with the viewer, making your single-sided television experience slightly more intractive.. or at least seemingly so. I get the sense that I have friends on Williams Street in Atlanta sending me funny texts at inopportune moments. These friends just haven't met me yet.

Although I've often wanted to be one of them, right now I wouldn't. If you didn't see the news yesterday about Adult Swim's guerilla advertising campaign for the new season of Aqua Teen Hunger Force, They sent out almost forty light-boards that has a flashing Mooninite (an Atari-looking character that speaks in a refined thug slang) flipping his middle finger.

Authorities in Boston saw flashing boxes with wires and batteries on them on local bridges and buildings around town and naturally assumed a terrorist attack was underway.
CNN reported it thus:
"The devices displayed a 'Mooninite' -- an outer-space delinquent who makes frequent appearances on the cartoon -- greeting passersby with an upraised middle finger. But the discovery of nine of the light boards around Boston and its suburbs sent bomb squads scrambling throughout the day, snarling traffic and mass transit in one of the largest U.S. cities."

In an age where we are numb to the forced advertising impressions of television and we avoid or ignore most solicitations because we are so thoroughly inundated, reaching us is especially difficult. Advertisers are learning (as displayed by the recent drop in dollars from major television advertising in expensive and ineffective television campaigns) that get the attention of your target customer, you have to be creative, innovative, and relevant. Adult Swim employing a guerilla advertising campaign is both innovative and brilliant for a medium (TV) that is usually so sycophantic in its approach to promotion, made the most relevant impact a campaign in this new era can make.
How can the blame for the panic be blamed on Turner Networks when the panic has been nursed and cultivated by the administration on television everyday? Well they can be blamed because they got outside of "the box" which in this case was a television set. Bush and Fox News can terrorize us across the ariwaves, because we know not to listen to any of the propoganda that comes to us through ellectronic media. Thats why television advertising doesn't work for all things. When you are a bizarre channel that only operates late at night, you want to do what you can to cost-effectively get the attention of your target consumers, but you can't just advertise on your own network, because that's preaching to the choir, you have to do something that gets people talking about your product.
Had I seen a flashing Mooninite flicking me off on one of the bridges, you better believe i would talk about that all night to everyone I saw or spoke to on the phone. That's good advertising, Adult Swim, and frankly, all this news coverage ain't half bad either, but the bottom line: Adult Swim didn't do anything illegal.

CNN:
Boston's Attorney General Martha Coakley:
"It had a very sinister appearance," Coakley told reporters. "It had a battery behind it, and wires."
"I just think this is outrageous, what they've done ... It's all about corporate greed."

Corporate Greed? Our president bought his way into a professional baseball franchise by negotiating a deal with city government in Texas wherein the city claimed private property and used taxpayer dollars to build a stadium so that he could own his own baseball team with no money down. Adult Swim trying to get some people to watch their show is corporate greed? Wal-Mart walks into towns and they substantially increase that towns health risk by driving the employers that live in the community and pay for their employee's health benefits out of business, then hiring those people to work half of their old schedule with less pay and no benefits. But don't arrest them, they have the lowest prices everyday. When the Mays family can sell off Clear Channel to private companies (that the Mays family also owns) so that they are able to simultaneously broker a deal that pays the stockholders off handsomely (including the Mays family, who are the primary stockholders anyway) and also enables the Mays company that purchases Clear Channel to be private instead of publicly traded, so that a large portion of their restrictions are removed and they can essentially do what they want with the electronic media; That's what I call Corporate Greed. Not a Mooninite flicking me off. That makes me laugh.

"The first device reported was at the Sullivan Square commuter rail station, near the suburb of Somerville, Wednesday morning. Wednesday afternoon, four other devices were reported -- near the Longfellow and Boston University bridges over the Charles, at New England Medical Center and near the intersection of Stuart and Columbus avenues in the city itself, and four more turned up over the course of the day."
So everybody was scrambling around in a panic and ordering hundreds of thousands of dollars of response services, but between Wednesday morning and the arrest on Thursday morning, no one walked up to one and said "Hey this is just a Lite Brite, guys, no big deal."

CNN:
Rep. Ed Markey, a Boston-area congressman, said, "Whoever thought this up needs to find another job."

"Scaring an entire region, tying up the T and major roadways, and forcing first responders to spend 12 hours chasing down trinkets instead of terrorists is marketing run amok," Markey, a Democrat, said in a written statement. "It would be hard to dream up a more appalling publicity stunt."

Boston Police Commissioner Edward Davis called it "unconscionable" that the marketing campaign was executed in a post 9/11 era. "It's a foolish prank on the part of Turner Broadcasting," he said. "In the environment nowadays ... we really have to look at the motivation of the company here and why this happened."

Sorry, Adult Swim, that you have to get punished for your innovation, but look at it like this: You've created folklore here. There is a Big Brother tale in this. Your advertising campaign may be the thing that puts this panic and hysteria into perspective for some of us. Your art has transcended the screen, in that sense, and proven what the Mooninites have always known. Mooninites are "Advanced beyond all that you can possibly comprehend with 100% of your brain." (that link takes you to a Mooninite game on the Adult Swim website. Go and show your love.) Our hearts go out to those people, filled with corporate greed, that were stuck in traffic on their way to work because of the panic our president instills in all people, that they must be scared and independently wealthy to be of any use to this adminsitration. But my heart especially goes out to those poor souls that are going to jail for their great ideas. I hope Turner sends his best attorneys.