[The motor carriage's] wheels crunch on the snow; inside, in the warm cabin, sits the well-known minimalist and deaf music critic Åre Åkerlund, Jesper’s colleague from his office days. His prospects don’t look bright. It’s almost impossible to plagiarise music record reviews from the West if no new records are being made. But Åre Åkerlund does a lot of cocaine, and that, as we know, makes one very intelligent. The social climate is different now, but consumption as such remains. This means that there’s still room for advertising. Åre Åkerlund lays the foundation for the later world-famous Ideas Laboratory in Vaasa, an advertising agency that produces ideas for advertisements instead of actual advertising. Someone else will actually create the ads later. In a few months, a masterpiece of apocalyptic advertising will be born from the Ideas Laboratory. The transport giant ZAMM’s interisolary  campaign is also getting started in the Nordic countries, with the slogan “Escape! It’s not too late.”

Sacred And Terrible Air, Chapter 15 "Mould"