Beatkit™ was a brand without a product that promised to cease and desist in the year 2000, which it did. Beatkit’s mantra was “the general gloss of falsity is our only product”, which was a long-winded way of saying “Beatkit: it’s all lies.” So despite what I say it actually did have a product, the RemoverInstaller™, which was a baby rattle type of device except with no rattle and no moving parts. It had no function or utility of any kind, except to inspire an ad campaign around itself, Panic Now. Panic Now was similar to other real-world ad campaigns, except it dispensed with any pretense to romance or amuse you and instead just focused on the naked howling truth of all ads, i.e. “Stop whatever you”re doing and look at this. You don’t even know what it is but you need it. Don’t try to reason your way through it or out of it, just panic. Now.”
Shawn Wolfe (interview by Kristen Rask of Schmancy Toys, CrownDozen, 2007)
As Real As It Gets runs from November 16 till December 22. It opens on Thursday, November 15: 6-8 pm.
Apexart is located at 291 Church Street , New York, NY 10013 USA
See you there!