Magazine Mister Motley tries to bring a wide audience in contact with art and links art with themes from everyday life. The magazine started an advertisement campaign in 2008 to make the magazine better-known and attract new subscribers. Existing images by different artists were used for the campaign, each provided with a short caption. The ten posters for the campaign all reveal something about Mister Motley, without him appearing in any of the pictures. The alienating images on the posters work well on the street and put the observer on the wrong track. The mysterious Mister Motley could be anything, and that is what the magazine wants to propagate about art.

Mister Motley is mysterious, just like good art. With a successful campaign, they brought the art magazine to life in the person of Mr Motley himself. The alienating posters tend to bring young people on the wrong track. Without revealing his mysterious identity, Mr Motley reveals something of his personality to the target group.