A new advertising billboard, presumably Spite (a Coca-Cola product), has reverted to text advice in black with large white text commanding "You decide you."
While mimicking the style of Barbar Kruger and John Carpenter’s "They Live," where one dons spectacles to reveal the functioning ideological imperative, this advertisement sides with subjective authenticity.
If "you decide you" -which is to make a self-determined choice- either you align with the advertising message, or it aligns with you, subverting your individuality back into obeying an external authority’s imperative.
Your inverted rebellion now must be "don’t decide," or "decide for others." Both unpalatable. We must see beneath the aesthetic mechanism of capture and say "fuck it" to the therapized self-help and freedom lingo stolen and packaged to bind you to a brand: "just do it" or "think different" which prompts following instead of thinking or doing or deciding.