As Elon Musk continues to make waves both in the U.S. and globally, a guerrilla marketing campaign in London has emerged as a unique form of protest. This spring, Londoners encountered unauthorized and provocative advertisements targeting Tesla and Musk himself across the city’s public transport network.
The campaign has taken the form of fake advertisements with biting messages. One such ad on the Tube depicted Musk with a gesture resembling a Nazi salute, alongside a caption about Tesla’s declining stock price: ‘Hate Doesn’t Sell. Just Ask Tesla.’ Another, in Clerkenwell, featured Musk and Donald Trump with a satirical tagline: ‘Autopilot for your car. Autocrat for your country.’ In Bethnal Green, a poster branded Tesla as ‘the Swasticar,’ claiming it ‘Goes from 0 to 1939 in 3 Seconds.’ These posters, though appearing genuine, were not authorized by Transport for London, prompting swift removal actions.
The Roots of Discontent
Public discontent with Musk in the UK has been exacerbated by his vocal interference in British politics. From calling for the incarceration of UK politicians to reinstating controversial figures on social media, Musk’s actions have not endeared him to the British public. His comments on a high-profile legal case involving Lucy Connolly, a British child-care worker, further fueled public outrage.
These incidents have led to widespread disapproval. According to a March YouGov poll, 80% of Brits express dislike for Musk, reflecting a broader sentiment across different political spectrums.
The Birth of ‘Everyone Hates Elon’
Behind the guerrilla campaign is ‘Everyone Hates Elon,’ a group formed from a casual rant among friends in South London. Emma, one of the co-founders, described the group’s inception as a response to Musk’s persistent provocations. Their initiatives include crowdfunding efforts, where every tweet by Musk results in donations to causes he opposes. With these efforts, they aim to turn Musk’s platform against him.
The group’s creative protests have generated significant attention. They distributed ‘Don’t Buy a Swasticar’ stickers and orchestrated a viral video stunt involving a life-size cutout of Musk in a Tesla showroom. Their antics reached a new peak when they organized a ‘rage room’ event, allowing participants to vent their frustrations on a Tesla car.
Creative Activism
Emma and Jason, another co-founder, emphasize creativity in their activism. Their campaigns aim to resonate with a broad audience, contrasting traditional nonprofit strategies that often fail to engage. The group has leveraged humor and British sensibility to craft memorable messages that cut through the noise.
During a recent outing near Waterloo station, the group managed to install a fake ad styled as a health warning. It humorously compared billionaires to parasites, advising removal via a wealth tax. Such stunts have not only captured public imagination but also highlight the group’s knack for blending humor with activism.
Impact and Perception
The group’s efforts have resonated widely, with their latest video garnering millions of views. Jason and Emma’s approach reflects a broader frustration with the reach and influence of far-right messaging. By using humor and directness, they aim to make their progressive messages more accessible and engaging.
As the campaign continues, ‘Everyone Hates Elon’ hopes to galvanize not just the UK but also Europe, challenging the status quo and encouraging public discourse. Their bold, humorous tactics offer a refreshing counter-narrative to the typical messages emanating from influential figures like Musk.
Note: This article is inspired by content from https://www.newyorker.com/news/the-lede/the-guerrilla-marketing-campaign-against-elon-musk. It has been rephrased for originality. Images are credited to the original source.