The work araised from a collaboration with artist Tilo Schulz for the exhibition The second view at GFZK Leipzig in 2004. Schulz invited me to undertake a re-contextualisation: to transform a contemporary cultural theory or work into a fictive scenario of the ’70s. The result was presented on so-called Crowdballs which are normally used for advertising campaigns. Therefore I decided to settle my contribution in the world of magazines and ads: in a ’70s photo novel suddenly some advertisement is appearing in its contemporary aggressive form and takes over the story of a failure of a dream for its own purpose.