Kjartan Slettemark

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.