
This morning, artist Peter Berdovsky and his partner Sean Stevens were arrested for placing magnetic light boards of the Aqua Teen Hunger Force characters the “Mooninites” [shown in the adjacent image, flipping the bird] around Boston, as part of a guerrilla marketing campaign for the Cartoon Network. As you may have heard on the news, the lights were mistaken for bombs—a gaffe that led to the closure of several major roads and the deployment of an anti-terrorism squad.
Turner Broadcasting, the parent company of the Cartoon Network and a division of TimeWarner (which just sold PopSci), has claimed responsibility for the marketing campaign. Humorless Boston mayor Thomas Menino has likewise vowed to “take any and all legal action” against Turner.
OK, so let’s step back for a second. The New York Times reported that similar light boards have been in placed in 10 cities (including New York, Los Angeles, Seattle, Austin and Philadelphia) for two weeks, and none of the other cities called out bomb squads. What was it about the Boston incident that set off alarms? The boxes were placed in the Boston subway and on a bridge, which was kind of an idiotic idea. But it’s a shame that Berdovsky has become the scapegoat for this stunt. He’s an artist! He did installations (view a video of the ATHF “mission” here), which is what he was hired to do, and it’s perfectly understandable that he wouldn’t think of his art as a potential terrorist threat. Turner Broadcasting certainly should have considered that possibility when it approved the marketing plan—a fact the company has implicitly admitted.
The CEO of the marketing company who came up with the idea, Interference, seems to have skipped town. That firm is probably basically out of business now but protected from most of the lawsuits by virtue of not being the entity in this case with the deepest pockets. (Good job on the name, there, by the way, Interference.)
So right now, people are protesting outside a Massachusetts court while Berdovsky waits to be arraigned. And good for them, because this guy should not be spanked for making neat-o hackerish LED sculptures. Don’t shoot the messenger, folks. In support of the artist, we’re thinking it might be fun to make some light boards of our own. Anybody have plans? Tell us about it in the comments section. Just don’t, you know, hang them up on any bridges. —Megan Miller
Five amazing, clean technologies that will set us free, in this month's energy-focused issue. Also: how to build a better bomb detector, the robotic toys that are raising your children, a human catapult, the world's smallest arcade, and much more.


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I think your article hit the nail on the head--this was the only city that panicked like Chicken Little. Instead of looking to lay blame on someone else, Boston authorities should be ashamed of their cowardice and ignorance. What will will they mistake as a bomb next? The jukebox at the local pub? I'm all for safety, but where has common sense went? For an "educated and cultured" populace, they just set themselves back about 500 years and will be burning scientists as witches next.
When I saw the picture, I chuckled. To me that's nothing more than a unique advertising campaign. An LED sculpture looks nothing like a bomb in my opinion, and the artist who was hired to put it there is the last person who should be blamed.
As for lightboard ideas, how about one that simply says NOT A BOMB. Nah, that wouldn't even work. PopSci would be in court right beside Berdovsky.
I'd say their choice to mistake these things for a bomb reflects poorly on their training. This is obviously not a bomb. Since when have terrorists made their devices with bright lights in the form of cartoon characters giving the finger?
The mayor is making a big stink about how it's the responsibility of those who planted these that all sorts of resources were diverted and roads/rails were closed. It's not the artist's fault if someone choses to respond in an absurd fasion. If they don't teach how to appropriately scale a reaction in training, they really should.
Like the author said, if this could be a bomb, what next!?!?
i agree with MultiSlacking, i mean this is a town that burned people on suspicions, hearsay and rumors of witches.
It was stupid and deserving of some kind of punishment.
The thinking expressed here is typically GenX and that of a selfish six year old. HOw do any of you KNOW what a bomb looks like? When was the last time you saw one? I can guarantee you that no one riding the Tube in London last summer thinks this is funny. Besides the offensive "art", and what by the way gives you the right to put your offensive "art" in my life, this is unbelievably stupid. We live in a world where bombs go off every day, and it will happen here; islamifascists test us every day. And they are not the only ones. I can only imagine what the folks in Oklahoma City think of Interference Marketing. If you think this is all so funny, spend a couple of days on Jaffa Street in Israel. I suspect that Ted Turner will sue the pants of the geniuses now running Turner Networks, and I hope we send a few good Marines after the idiot who runs IM. Society hasn't the time for these few children who think that they can do whatever they want, whenever they want, regardless of whom they might affect. These jerks are right up there with every hacker and virus writer; and burning them at the stake is not such a bad idea.
My biggest fear is that this serves as a disincentive to future clever marketing methods.
There's also a lesson to be learned about herd behavior in situations like this... and why those with common sense don't speak out.
I think Groggo exemplifies the mentality of those who lose clarity of thought by becoming emotionally charged. Fear is the motivation through which irrational behavior can be justified.
Terrorism is a real threat, but to live in such fear is unbecoming of the American way.
I agree with Robin Cumberland ("It was stupid and deserving of some kind of punishment.") The reaction of the Boston authorities WAS stupid. For that many law enforcement officials to act like Barney Fife on methamphetamines deserves some kind of punishment. They need to be able to recognize a real threat when one arises, for the safety of Bostonians.
It seem appropriate that a criminally stupid cartoon would have a stupid and criminal advertising campain. Berdovsky did a dumb thing in his placement of his "art", especially in today's society that encourages everyone to be vigilant. And what he did was illegal. In my state, there are laws against putting signs and displays on bridges. It is a very legitimate safety concern. Remember, a lady was killed in a Big Dig tunnel when something that was thought to be permanently affixed came loose. I don't think art should threaten people's lives. If this had been in London, with their experience with IRA bombings and the latest terror bombings, people would want to string Berdovsky up, and they outlawed the death penalty. I also do not blame anyone in Boston for not hearing of this so called campaign; I have not heard of it until this story broke. My last comment is on the critisism of Boston officials. I think that any critisism of Boston's overreaction to be inappropriate. If this had been a terrorist plot and the city officials had underreacted, we would be screaming for their heads.
It's a silly meaningless harmless sign. If they were backpacks (any kind of enclosed pack) or Ryder (any rental company) trucks sitting on the side of a bridge or road or building then Boston has a case, but a stupid cartoonish like sign, especially one so easy to see it's parts, NO WAY. Instead, Boston should go after the clowns for the vulgar and obscene jesture that the sign displayed and the fact that, like Randy mentioned, they were placed where they could fall and hurt someone.
I know what a bomb can look like and have enough sense to know that a terrorist will not draw attention to his bomb by flashing lights on it that say, "Here I Am!"
I hope you can see this, because I am typing it as hard as I can.
But remember...these Mooninites were seen during the day by a commuter, so the lights were not lit. It just looked like a suspicious package on a bridge. At night, it's quite obvious that it's nothing harmful. Honestly, putting them on bridges wasn't a good idea. Boston is overreacting (embarrassment goes a long way), but this dude should have thought about placement a little better.
I doubt Boston officials bothered to ask if anyone recognized these small light displays. Any adult with teenagers would have recognized them. Then again, too many adults have no idea what theirs kids are watching on TV, a separate topic of discussion. I ask then, are Boston officials going to start hunting down and prosecuting those who dare to place lighted displays the windows of their bars and restaurants? These little light displays look and operate just like them. Watch out Budweiser, you may be next!
sure was good advertising for cartoon network, now everyone knows about cartoon networks aqua teen hunger force
Led signs for promotion? No. Witchcraft I say.
BURN THEM!!!
Frankly for the particular cartoon in question this is the ABSOLUTE BEST kind of publicity they could have hoped for (Mooninites run amok). They now have the attention of most of their target audience (as well as many who aren't the target audience), and I would bet you that MOST are laughing hysterically at how a simple ad for a cartoon could cause so much comotion. Any legal costs Turner Broadcasting must pay can simply be counted as part of their advertising budget.
The only real issue I can see is whether or not a permit was needed to place these boxes and whether or not they acquired such permission. If they did then the city of Boston has no case and there is clearly a disconnect between the beauracratic elements within the city. If they did not have any permission then clearly that was a stupid move on their part.
Good God!! How stupid can people be? I mean If I was a terrorist putting bombs all around the city, would the objective not be to make them hard to find? Hello!!! I'm a neon bomb warn the world. LOL
For immediate release:
------------------------------------
Contact:
Jeffrey Scott Holland
502.224.8348
jshpaint@gmail.com
JEFFREY SCOTT HOLLAND WITHDRAWS
"PROJECT EGG" PUBLIC ART INSTALLATION
FROM BOSTON
As you may know, last year I left green Easter Eggs in various
public and semi-public places in several American cities, as part
of my PROJECT EGG public art installation. This April, it had been
my intent to the expand the egg hunt to cover the entire nation,
with eggs hidden in the major cities of each of the fifty states.
However, in the wake of the ludicrous and Orwellian response of
Boston city officials to the Aqua Teen Hunger Force ad campaign,
I have been deeply morally appalled at behavior and statements
of Boston Mayor Thomas Menino and Assistant Attorney General
John Grossman, claiming that lightboxes such as those used in
the Aqua Teen Hunger Force ad campaign were no longer
appropriate in a "post 9/11 world", and that the "hoax" perpetrators
"clearly intended" the lightboxes to be mistaken for bombs.
These so-called "public officials" are apparently blissfully ignorant of
the simple fact that terrorist bombs logically do not call attention to
themselves with flashing lights and cartoon characters.
Given this chilling effect the powers-that-be in Boston have cast on
free expression (not to mention common sense), I must withdraw my
intent to give away Easter Eggs in the state of Massachusetts in
April. I will not give these men further fuel in their drive to present
themselves as intelligent and valiant fighters of "potential" terrorism
in the name of national security, which is the real hoax being
perpetrated here.
To paraphrase Senator Jordan in the original Manchurian Candidate
film, "these men could not be doing more harm to America than if
they were paid Russian agents".
Jeffrey Scott Holland
http://www.jeffreyscottholland.com/
The first thing that came to my mind was "caseing". That is, an operation to judge the authorities response techniques and response times. Now that I have seen the pictures I don't think that is the case but remember: think outside the box. Most criminals will "case the joint" to evaluate.
I think a relitive scaled fine where laws were broken would be appicable here. If there are laws in that state/city, that state you can't display an unauthorized sign on public property, or attatch anything to a bridge or in a subway... well... thats the law and they apply. However, if I were one with authority I'd do my best to learn from the mistake and correct.
On the other hand I wonder if maybe the advertising campainers had tipped the police and been compisated for legal issues betting the publicity would do them good. hehehe
There was another news story that was pretty much ignored. An actually device was planted in a separate incident that was made to look like a pipe bomb. The guy wasn't charged.
If these were actual bombs and it took two weeks to find them, I doubt Boston officials would receive much praise. What a quick response
some of yall need to lighten up. oh, and what give them the right to put that up where you might see one? a little thing called the first amendment. you all are questioning the placement on the bridges and subways, but form a marketing standpoint that was where most of the traffic, and thus a large audience would see this. i have seen bombs in real life, and the last thing they would do is put them on the OUTSIDE of the structure so people could call and tip off the authorities. burning at the stake? i mean come on now, thats a bit much. i would agree some small fines for putting unauthorized signs would be in order, and possibly a couple for "littering" unless he planned on retrieving the devices once the batteries were dead.
also, i am believing that the LEDs were on at all times, unless this person decided to put a photo sensitive cell in each and took the time to program chip sets to shut off when there was enough light. so the people should have been able to see at least a faint symbol against the black backgrounds.
The part that no one really is talking about is the fact that Interference did their job. Probably better than they thought they would. Look at all of us talking about Aqua Teen now. It's on CNN, it's on Fox News. Money can't buy the kind of press they are getting. I bet Turner is loving every second of it. They'll get a law suit against them and have to pay a fine or something. They don't care. Job accomplished. People are talking about their shows.
I live in Boston and I think the mayor is a huge ass. He sounds like Scooby Doo drunk and is just an ass. He steals from the poor and gives the middle class nothing. Please anyone do not think this is the how Boston really is. This is not how the masses (no pun inteneded) feel. I watch ATHF and I knew exactly what they were. The mayor and anyone who lives here if you were offended get your head out of your ass.
Who the hell lights up a bomb. Hello sparks, electricity usually near bombs is a bad idea.
Sorry to the rest of the USA from Boston!!!!!
I was going to hang my dirty socks from the Humptulips Bridge...would this constitute a terrorist threat?
/how about teddy bears?
you know this Skechee fella is a pretty smart dude, we should all take a page from his magezine. Really people these things doen't even look remotely like bombs, all they are are light brights, I mean come on you guys get your heads out of your butts and pay attention. If you think this is a bomb whats next, a victoria's secrets bill bord!!?? Though the guy who put them up is kinda skechy, maybe we should burn him at the stake just for fun.
After examination, the device really doesn't have the mass to threaten anything. Barring a massive development in Nuclear material, there just couldn't be enough accelerant. This is a clear sign that the United States needs to be educated on explosive devices, terrorist methods (especially social engineering!) and tactics used to frighten, like the threat of legal action. If we were only less ill informed, we would know that this action does not pose a clear and present danger.
Yeah, maybe there should be fines for placing these in poorly chosen places but the mayor and so forth went way to far. 1. These things were up for weeks so they're just trying to get everyone to look away from their poor job of doing anything before hand. 2. If you ever see a car on the side of the road, piece of trash bigger than a cereal box, or w/e is that ever called in for a bomb threat? Ppl in London probably wouldn't care about this much actually. It's not like those bombs were flashing cartoon characters sitting outside where everyone could see them for weeks!! And to add a few tid bits.....
"It had a very sinister appearance," Coakley told reporters. "It had a battery behind it, and wires." --omg!!! it's blinky and lights up!!!!!
The blinking electronic signs were placed in nine other cities across the country, displaying a profane, boxy-looking cartoon character. They caused barely a stir. --hmmm...now why could that be? Surprising...
Congrats Turner...you just got more advertising than money can buy. Kudos!!
This attempt for advertising was a poorly thought out scheme. As well the call for the bomb squad.
Hello self-proclaimed hipsters! In Iraq, the terrorists hide bombs in toys. Why not the same thing here. It doesn't matter what the device might look like, it matters what it might BE! And in this case, the first responders in Boston did the only thing they could do--assume the worst.
I'm looking on the bright side of this. That being, how you perceived this whole debacle seems to be a telling indicator of which side of the Generation Gap you fall on. Old folks are appalled; young folks are amused (and somewhat disheartened by the state of our "Homeland Security"). As a 30-something, I was beginning to feel like I was becoming an old fogey. Now I realize I have a way to go before I'm THAT out of touch with the latest pop culture goings on. Makes me wonder if Boston has anyone in a position of authority younger than 60.
I was in lower manhattan on September 11th. I remember watching in person the towers falling, the people running past me covered in dust, and then my struggle to find out if my sister, who worked near the towers, made it out ok. I remember living in constant fear of everything afterwards - packages from unknown senders, strange smells, every slightly louder than normal noise. You learn to get past it, you grow up, and that's the same case here. Sure the artists probably should not have put them on bridges or in subways, but all these panicked Bostonians should grow up. Use some common sense - a bomb is not going to be a flashing light - believe me, I'm sure everyone wishes they would be (except for a moronic terrorist who planted them). I grew up, learned to deal with things out of the ordinary again and Bostonians just have to learn to do the same.
It was
I don,t think it was the stupid cartoon that wirried anyone it was the pipe bomb looking part attached to bottom. I think if it was Mickey Mouse the same response was justified who knew Glad it wasn't in my face
It all comes down to this, over the last few years America has slowly but surley become a big @$$ SOFTIE, every day there are new laws preventing you from doing something that was ok to do yesterday, I think it was blown all out of proportion, what was Boston doing when he was putting them up? Did Boston wait until they were all up to do something? Point is if Boston was on top of things they would have had an encounter with the culprit and had a little chat that could have cleared up a lot.
The general consensus is that there were stupid people involved. There have been L.E.D. light boards used in advertising for as long as I, or anyone, can remember. I like to call this sort of thing a "V for Vendetta" case. Damn government now just looks for someone to place blame on for their slip-ups (fine, not an altogether accurate analogy).
And the "pipe bomb" looking part, was that not a battery compartment?
Come on, the fact is that this isn't even newsworthy material, it was made newsworthy by idiots, and I think everyone now understands the idiocy involved.
Yes, on the moon nerds get their pants pulled down and they are spanked with moon rocks! -Err
4 D size batteries aren't enough space to make any kind of serious bomb in anyway, let alone the fact that they were on the OUTSIDE of the structures.
If they HAD been explosive devices the placement would have done nothing but make some noise and scorching.
Please fix this article. I am a teenager who loves the magazine along with some shows on Cartoon Network. Please change this article to say that the show is from Adult Swim. Adult swim is a division of Cartoon Network that is on at night. Adult Swim should not get delightful children's programming into trouble. Thank you =)
The overzealous governmental response in Boston is yet more proof that the terrorists have won. If anyone should be sued, blamed or 'punished' it should be those officials that caused such a stir and panic in Boston; not Turner, not ATHF, not AS, and certainly not those pioneering marketers.
ok concerning an earlier comment to show u how dumb this is i do not know what a bomb looks like but i know what a bomb doesn't look like. and why the hell if this were indeed terrorist related would terrorists show off there bomb so it could be disarmed all i have to say is itmust be a slow day in boston for this to make the news. also if they really did lok like bombs how come no other major cities freaked out i think boston and it residents need to get with the 21century here and realize led lights are all aroud us and indeed harmless
so true though aqua teen huger force just made headlines around the world its amazing they did a job well done for such little money on this add campaigh they got so much publicity the company should get a bonus :D
I agree with Audiomind. All of this fuss caused by these devices is just proving that the terrorists have indeed won. If we are forced to shut down a city because some SWAT officer thought a Lite-Brite was a bomb, we need to take a step back and evaluate who is really winning this "War on Terror."
recently i was arrested on false charges, due to the fact that i was in the wrong place at the wrong time. After being released, i have lost faith in our justice system on the basis that time and taxpayers dollars were clearly wasted, and a lack of evidence was the completing factor of unintelligence shown by the state police for me to lose faith. im sure there are undoubtedly terrorists in the USA plotting their devious ways, while the American judicial system is caught up spending a substantial amount of time and money on useless means. if anyone was as sucessful and ingenious as the two men who are being charged with these accounts, they wouldve clearly come up with a more creatively successful plot of terrorism. at most, you could justify the lack of permissions to post the signs and littering, although grounds for any other charges would be ridiculously ignorant and shameful to the so-called "freedoms of America"
In a way it's almost sad how absurdly parinoid 9-11 has made us.
These jerks are right up there with every hacker and virus writer; and burning them at the stake is not such a bad idea.
Wow! What a creepy little fucking nazi you are! Enjoy hell!
Hey it's aqua teen hunger force number 1 in the hood ! good for them
1.
Marketing sucks.
Guerilla Marketing sucks even more.
2.
They placed their marketing trash there without approval and didn't inform the authorities so it's their fault that this happend.
It's like when you make a BIG Fire.
If you don't inform the Authorities and someone calls the fire department and tells them that there's a fire you'll have to pay for their "deployment"...
Maybe Bostons mayor is an idiot but that doesn't matter in this case.
They'll most likely end up paying a fine which is justified.
This was just scaremongering. And for all those who think there is some sort of imminent terrorist threat, get your head screwed on right and think for a second. If there was such a major chance of attack why hasn't it happened already, lets face it, its not that difficult, and hail the all-powerful us government, military, fbi etc but if there were/are determined individuals; all these security institutions wouldnt really be able to do anything about it.
Billy: The guerilla ads did NOT suck, they were barely intrusive, really funny, and only identifiable to the target audience. And for them to be considered "bombs" is retarded. Take a look at this campaign: http://www.scaryideas.com/print/1848/
you don't see the mayor calling a bomb squad and these LOOK like bombs. Condsider the intentions and let Boston pay for their mutli-million dollar street art clean-up.
theme site lince looks nice
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