Do What Thou Wilt Shall Be the Whole of the, uhhhh, Arby’s Marketing Campaign?

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In total WTF news, apparently Arby’s has decided to invoke everyone’s favorite preternaturally vague Thelemite motto in a recent social media marketing campaign:

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My FB friend (who wishes to remain anonymous) threw it out there wondering whether or not he was hallucinating, but other users confirmed that this was in fact a sponsored Arby’s post with additional Instagram screenshots. Just the above pic indicates that it already had over 37,000 likes (the fact that people actually like sponsored ads is some wtf shit in itself). I can see the ad campaign now, focus in on an actor playing a fat fuck late era Crowley:

“When I’m not starting creepy heroin cults, literally eating shit in scat orgies, or encouraging women to engage in bestiality, I like to fuel up with some motherf*ckin’ Arby’s”

Needless to say, in our reactionary religious culture someone really should have gotten fired for this, but to be fair, maybe they were referencing Rabelais, who you know, actually came up with the phrase in the first place (along with Thelema and the Abbey of Thelema I might point out).  I sort of doubt it though. My guess would be this is a huge corporation trying to capitalize on that hip new “pretending to be into mysticism while not actually practicing any sort of mysticism” trend that’s supposedly all the rage with the kids. Salon.com recently referred to this phenomenon as “mysticore” (I’m voting no on that term btw).

What I personally find hilarious/apropos is that Do What Thou Wilt Shall Be The Whole of the Law is so unbelievably and almost purposely ambiguous that it might as well mean: “Eat as much Arby’s as you want bro!” And before you get all, no it’s not, keep in mind that I’ve actually had discussions as to its meaning on Facebook (like my page for transmissionary psi intel), and had like 10 people give 10 completely different interpretations, all insisting that theirs was the correct one. Then I read a Kenneth Grant book (not at all recommended) where he gave his take on the phrase that not only had I never heard before, but didn’t make a lick of sense. I had to read the passage like 6 times, before I got all, I think see the problem here, you don’t know what words mean, do you? Throw in Nothing is True, Everything is Permitted and you’ve got the perfect 1-2 punch of totally worthless Occult catchphrases that are both quite unfortunately widely interpreted as meaning: “be as big an asshole as you want”. Oh shit, but I forgot, love is the law. Love under will. No I didn’t, neither of those things really mean much of anything either. Good god I hope digging through Crowley’s narcissistic drunken junkie ramblings in search of some non-existent profundity isn’t the hot new trend among the kids. If Thelemites or traditional Chaotes went around spouting “We have the meats!” ad nauseum, that’d actually be quite a bit cooler. At least it means something.

@Thad_McKraken on Twitter

Thad McKraken

Thad McKraken

CEO at DMI
Thad McKraken is a psychedelic writer, musician, visual artist, filmmaker, Occultist, and pug enthusiast based out of Seattle. He is the author of the books The Galactic Dialogue: Occult Initiations and Transmissions From Outside of Time, both of which can be picked up on Amazon super cheap.
Thad McKraken