Napoléon Aguilera

Arte Expuesto presents the artwork Marlb-horror, by artist Napoleón Aguilera, on display in the screens of the city's panoramic route during this month.

This advertisement serves as a powerful critique of cultural indoctrination through commercial media, drawing inspiration from the subliminal subversions presented in John Carpenter's They Live. The image of the Marlboro Man-once a symbol of freedom, virility and American idealism-is now consumed by cockroaches, creatures that embody decadence and survival amidst the ruins of human ambition. This harsh juxtaposition of a commercial icon with a disturbing image exposes the fragility of myths perpetuated by advertisements.

By referencing the visual language of subliminal advertising, the work emphasizes how media not only sells products, but also encodes values, aspirations and illusions into our collective psyche. Challenging viewers to question the authenticity of cultural symbols and confront the deeper consequences of a system that thrives on illusion and exploitation.

The billboard format adds conceptual depth. As ubiquitous tools of consumer propaganda, billboards normalize the commercialization of identity. By depicting the grotesque in this medium, the piece subverts its original purpose: rather than promoting a product, it critiques the structures that sustain the illusion of choice and autonomy in a consumer-driven society.

In this work, the Marlboro Man's engulfment by cockroaches transcends mere decadence; it reflects a society trapped by its own illusions, one that has marketized its dreams and identities. It forces us to look beyond the surface and confront the uncomfortable truths lying just beneath.

— Napoleón Aguilera