Shepard said at the time, "They Live was the basis for my use of the word 'obey,' The movie has a very strong message about the power of commercialism and the way that people are manipulated by advertising. [...] One of my main concepts with the Obey campaign as a whole was that obedience is the most valuable currency. People rarely consider how much power they sacrifice by blindly following a self-serving corporation's marketing agenda, and how their spending habits reflect the direction in which they choose to transfer power."