creative director/marketing coordinator: Milton Rand Kalman, Dick Blick | up team: Nom Turning, Zip Tie, Jerkface, Hoogerwerf | street team: Lazlo, Jacques Échange, Radical Edwards, Philo, Rico T. Spoons, Milton Rand Kalman, Jack Napier, Deliah Creswell | copy writing: Rico T. Spoons

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photos: Billboard Liberation Front

FOR IMMEDIATE RELEASE

June 27, 2010
San Francisco

The Billboard Liberation Front (BLF) is honored to announce a new marketing partnership with Philip Morris (PM) that finally brings together the rugged sense of American independence with your most important choice as a consumer: your death. The message of “My Life. My Death. My Choice.” informs and empowers the consumer to choose, as their god given right, how they want to die. Philip Morris brings this message to the consumer to remind them that some rights are inalienable in life as they are in 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.” According to Patrick B. Smelt, Chief of Marketing, “This bold message of independence and demanding life and death on your terms fits with the current zeitgeist of anti-establishmentarianism and post-post-modern rage at the repressive state demanding a healthier you and your environment.”

The BLF was honored to accept this exciting challenge. “We have no comment on President Obama’s health care reform, but many consumer of Philip Morris’s products do. We felt that this campaign picks up on a widespread rage that some nameless, faceless bureaucrat might give them cheaper health care, preventative treatment, and maybe deny them the sweet release we are all seeking,” said Rico T. Spoons, BLF Director of Offense as he idly drew a razorblade across his wrists. “This oppressive political climate and fascist approach towards health raises the comforting question of ‘how will you end it all?’ I like to think that we are just giving some poor folks a reminder that Philip Morris will always be there to help kill you.”

All former Marlboro Men, Wayne McLaren, David McLean and Dick Hammer, were unavailable for comment due to their rugged, manly choice of death by lung cancer.

The improvement can be viewed on Howard at Van Ness.