Nixon drinks Gevalia coffee
Aug 1971: Posters appeared around Stockholm showing U.S. President Richard Nixon drinking a cup of coffee. They appeared to be ads for Gevalia coffee — though it seemed odd that Nixon would do an ad for Gevalia.
It turned out that the posters were the work of artist Kjartan Slettemark. He had combined an image of a hand holding a coffee cup, taken from an actual Gevalia ad, with a photo of Nixon distributed by the U.S. embassy. The posters were apparently a satirical commentary on the recent acquisition of Gevalia by an American company.
The auction house Bukowskis offers some more details about Slettemark's hoax:
Three years later, Slettemark returned to Nixon as a subject. Slettemark applied for a new passport, but instead of submitting a picture of himself he used an altered picture of Nixon. The passport authorities accepted it. Images and text below from Cabinet magazine (Spring 2009):
image source: moderna museet
According to Google Translate, "Gevalia dricks mest" means "Gevalia is drunk the most"
It turned out that the posters were the work of artist Kjartan Slettemark. He had combined an image of a hand holding a coffee cup, taken from an actual Gevalia ad, with a photo of Nixon distributed by the U.S. embassy. The posters were apparently a satirical commentary on the recent acquisition of Gevalia by an American company.
Indianapolis Star - Aug 6, 1971
The auction house Bukowskis offers some more details about Slettemark's hoax:
In 1971, Kjartan Slettemark came across a campaign poster featuring Nixon's portrait, innocently sent out by the American embassy. It hung on the studio wall for a few weeks when one day he asked for an advertisement poster for Gevalia coffee that he had seen at his local shop. The advertisement image showed a smiling woman lifting a coffee cup. When he cut out the woman's hand and placed it on the Nixon image, the size, colour, and lighting matched perfectly. He immediately wanted to print the work as a poster but could not afford the printing himself. He added the text "Moderna Museet - Open every day 12 - 22" and submitted it for printing at the press used by Moderna Museet. The poster was printed, and the bill was sent to Moderna Museet. The next morning, Stockholm's advertising pillars were filled with Nixon posters. Moderna Museet reacted and wrote a letter to the artist prohibiting him from selling or distributing the image. Despite this, the image continued to appear around the city. Kjartan Slettemark continued to work with the image, cutting away the museum's text and making it even more similar to Gevalia's campaign image. The fake Gevalia poster was political art. A protest against the US war in Vietnam and against American imperialism. In 1971, the Gävle company Gevalia had been acquired by the multinational corporation General Foods – thus finding itself on the enemy's side. The story continues as the advertising text is cut away and gradually develops into the collage series "Nixon Visions," where the president's face is distorted in various ways.
Three years later, Slettemark returned to Nixon as a subject. Slettemark applied for a new passport, but instead of submitting a picture of himself he used an altered picture of Nixon. The passport authorities accepted it. Images and text below from Cabinet magazine (Spring 2009):
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Category: Art | Politics | Coffee and other Legal Stimulants | 1970s