Today we are fully immerse in intense advertising flows which, whether we want to or not, we mentally recollect and accumulate. These messages, stimulating our imagination through memory or hope, never refer to the present but speak always about (our) future.
In an era of mass circulation we predict adscapes whose surfaces, becoming habitable, allow the experimentation of the advertising message. These are landscapes in which ads, as a reflection of the desires of the various sectors of a given society, constitute a part of a broad system that act as mythologies where each individual can achieve the deserved happiness, traditionally (in advertising narratives) available only in the future.
Proposing a “life” into the ads is an escape to a desired tomorrow (livable spaces, available in our daily life, that allow to inhabit the ad’s message letting us to be part of its story) projecting us to the fiction's time in which we always conjugate the advertising messages: the future.