In 2013, Damián Toro decided to do something unusual: publish advertisements in the newspaper *El Comercio* that mocked cultural institutions, art criticism, and the way culture was being managed in Ecuador at the time.

These four images function as a form of graffiti; rather than standard advertisements, they are messages—specifically, a critique of art criticism. Instead of conventional ads selling a product, they articulate aspects of Ecuador's cultural reality at the moment of their publication. To a certain extent, they constitute a performance piece, as the artist employs a non-traditional medium to carry out an action that is both shocking and conceptual in nature.