I'm collecting commercial adverts from the free, popular magazines aimed at commuters in London. Mimicking subliminal advertising techniques, I dissect the slogans and delete any consumerist and materialistic content by subtracting words and colour, to reveal the existential, poetic message that lies underneath the superficial one. In doing so, I'm keen to promote metaphors rather than materialistic needs and aim at giving the viewers a second chance to review something they've already seen, using the déjà vu effect to suggest the creative power of our perception.