A cover of Der Spiegel showing World Trade Center being hit by two airplanes on 9/11, 2001. The cynical irony and social criticism of this art work is contemplating the following idea of branding and future advertisement:

What if we became even more super commercial to an extent where we would be able and cynical enough to put up a banner on the twin towers before the planes hit, just to get media attention? Imagine having your company brand on the cover of Der Spiegel? Of course this is a grotesque example, but product placement in various forms happens all the time, from tattoos in boxing matches, designer clothes in news reals and US flags on fighter planes bombing the middle east.

Has advertisement, fame and the fight for a place in the free market become so intense that we don’t care about morality, democracy and the deaths of thousands of people in a terrorist attack?

Hornsleth is interested in the question whether art itself and pure communication is being misused in our omnivorous capitalism. Hornsleth is as always raising the big question as to how we all navigate in the middle of the purest idealism and the darkest sides of human behaviour.