I like it!

So I really like this idea of making an alt-ad - advertising against advertising in a sense, as well as advertising against comfort - the anti branded brand; the advert that has nothing to advertise. I think you can definitely develop this idea a bit more. The anti-brand puts you in line with YoMango's work as discussed last week so have another look at them or at any other artists /collectives who attempt to critique some of the assumptions of capitalist society. Are you considering the degree to which advertising promises comfort but necessarily fails to deliver it and the way that what is being sold to us is not so much the fetishised commodity (Marx) but the promise of ourselves only better, happier , more content, more beautiful, smarter, sexier, more secure, etc. etc.? If so, then have a look at Naomi Klein's No Logo which will give you some initial ideas about the scale and scope of capitalist agendas and the degree to which they are embedded in everyday consumerism. The affective economy is also discussed in Will Davies' book on happiness, as mentioned by Lucy, so I would also have a look at this too and at other texts that discuss this, to try to tease out your agendas a bit more.

I'd like to know more about your advert too. Sounds Potentially very exciting and original - and importantly, as though you have the means to pull it off. Can you storyboard it? What will it feature? How long will it be? What does it want to achieve? Who will see it and how?