As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.
If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.
Through March 17 at New York's Daneyal Mahmood Gallery, 511 W. 25th St., Australian-born interdisciplinary artist Justine Cooper — who "investigates the intersections between culture, science and medicine," as her bio puts it — is engaged in an elaborate parody of designer drugs and drug marketing with a show called "Havidol: When More is Not Enough." The necessity of Havidol, which treats something called Dysphoric Social Attention Consumption Deficit Anxiety Disorder, is exemplified in this sample testimonial: "Everyone should be able to live life to its fullest. I used to believe I did. I felt confident in myself and my relationships. I exercised regularly. I slept quietly through every night and awoke each morning feeling refreshed and ready to start a new day. I now know I had a treatable disorder." Cooper treats the disorder with an exceedingly well-ordered marketing plan that doesn't miss a trick. TV, print, outdoor, collateral and interactive are all covered, not to mention every aspect of branding right down to wonderfully irrelevant fashion merchandising. Yes, you can get a Havidol hoodie. Some images from the show are seen in the PDF; see Havidol.com and DaneyalMahmood.com for more.