One photographer’s look at ‘brand irony’

Sharad Haksar takes pictures of people doing unexpected things in close proximity to advertisements. Someone urinating next to a Nike slogan exhorting them to “Just do it.” Or a toothless Indian gentleman standing in front of a stack of Colgate boxes that promise “strong teeth.” His work once again points out how advertising gets co-opted by its environment, for good or for ill. Haksar’s site is difficult to navigate (scroll around and click on the Nike drawing), it becomes worth it when you come across the perfect shot, like the man using a pail with a MasterCard logo to beg for food.