What I’ve learned to be true.

Apathy and emotional overreaction are different sides of the same coin. Just like laughter and tears are both expressions of a release happening in the body, apathy and emotional overreaction are both expressions of the same egotistic tendency of the mind to be in control.

Run away from the past, and you’ll become disconnected. Run towards the future, and you’ll become too emotional. The only way to free ourselves is to let go, observe, and stop running away and towards experiences which never really happened, and never really will. The only true experience that we will ever have is happening right now. Now it’s gone. Wait, now it’s here again. Can you feel it?

461341_10150965637890676_1757627265_o

Different forms of control.

Free will is nothing but the choice to live against life itself. If we live in accordance to the divinity of life, there are no choices to be made. There is only truth, emerging more clearly every step of the way. Therefore, we can say that those who control life are themselves the controlled. But those who let life dictate their choices are also the controlled. Freedom is an ongoing conversation with life. Try not to shout at it, or to withdrawal from it.

The Truth About Advertising.

Everything in the world is advertising. The stories you tell yourself, the theories you comply with, the objects you love, the people you admire, the colours you see and the flavours you taste – all of them were mastered and sold to you in some form of advertising – some by you, some by me.

Because you see, advertising happens in the moment you agree that something is true. Like when you choose Coca-Cola over water because you’re thirsty, despite it being black, fizzy and sticky. In this moment, you agree that Coca-Cola is what you need. But who’s to blame?

Nature sold clients the possibility. Advertisers sold people the idea. People considered it and agreed it was true. Without your permission, there would be no advertising. There would be no one to convince that Coca-Cola is more satisfying that water. You are in charge.

I’m writing this to you because I understand the rules of the game. I’ve created campaigns for Coca-Cola to Greenpeace, BMW to Justin Bieber, and I’m aware it needs to stop. Not advertising, that will never end. Because even Yoga and Açaí are advertising (although I would totally recommend). What needs to stop is mindless shopping. And for that I need your help.

Like a chained Genie, we’re at your service. Think about it: the client doesn’t care what he sells. He just wants to sell. That’s his passion. If he doesn’t sell Nike, he’ll sell Green Tea. It doesn’t matter (e.g: the Coca-Cola Company now also sells Vitamin Water – which, by the way, is still bad for you).

We can only annihilate advertising by showing that it doesn’t have an effect on us. Don’t buy what you see in ads. Do your research. Shift to brands that… don’t have ads! Brands that leave the world a better place exist. And they need your help.

Here’s a nudge: Take 5 minutes to think of your Nike shoes (I know you have them on). Are they the best you can get? I heard they’re deforesting the Amazon, the biggest factor responsible for climate change. Hmm. So this is what I’m trying to say: It’s your world. We’re all just living in it. Do your research. Buy what you really want, not what you think you need. I promise you’ll feel even better.

Boom.