i was just talking to someone about this a couple weeks ago -- i don't know that much about adbusters (ie if it's anything other than a magazine), but detourning commercialism in a niche magazine doesn't work. (edit: niche magazines of various sorts, from radical to artsy) are too easy to fit into the current paradigm.
waaaaay back in the day when saturday night live started, they used to do bits that seemed like commercials until about half way through, so viewers couldn't tell if they were watching a commercial or not. that was some of the most subversive thinking i'd ever seen (maybe the most) on television. i do love me some satire. :)