On the whole, cats are better than stuff. Therefore, pictures of cats are better than adverts for stuff. Logical, non?
That's the rationale behind The Citizens Advertising Takeover Service (CATS) project, which is raising £23,000 via Kickstarter to replace every single advert in a London Tube station with unbranded photos of cats.
More specifically, the CATS team answers the question 'why?' as follows:
"a) It would look amazing
"b) It's exhausting being asked to buy stuff all the time
"Wouldn't it be great not to worry about the holiday we can't afford, the car we don't need, or the body we don't have? Imagine a world where public spaces made you feel good."
The cats will come from Battersea Dogs and Cats Home – so presumably will be 'real' cats, not models – plus big-bucks backers: £100 or more will put your own cat on the Underground posters.
Other rewards include an ad blocker to replace internet ads with pictures of cats, T-shirts, postcards and the warm fuzzies that come from sticking it to Big Business.