Subvertising

[6] According to Adbusters, a Canadian magazine and a proponent of counter-culture and subvertising, "A well-produced 'subvert' mimics the look and feel of the targeted ad, promoting the classic 'double-take' as viewers suddenly realize they have been duped.

[9][10] On November 6, 2008, The Yes Men recruited thousands of social activists to hand out 100,000 copies of a spoof New York Times newspaper set six months in the future.

[13] Using billboard hacking and other forms of subvertising, they promote the idea that advertising creates unhealthy body images, impacts democracy negatively, and sustains a culture of consumerism that takes a heavy toll on the planet.

They highlighted the large carbon footprint of flying, that the majority of flights are taken by a tiny fraction of the total population, and that airlines have missed all but one of the industry’s self-imposed sustainability targets.

[14] In January 2025, German police began investigating the distribution of political fliers from the far‑right Alternative für Deutschland party that closely resembled airline tickets and targeted "illegal immigrants".