Why Hellmark, you ask? It is kinda like Banksy says in defining "Brandalism":
Any advertisement in public space that gives you no choice whether you see it or not is yours. It belongs to you. It's yours to take, re-arrange and re-use. Asking for permission is like asking to keep a rock that someone just threw at your head. -- Banksy, Wall and Piece at 196.
And it is kind of different, insofar as the parodied brand is not so much of a public-space advertiser as an insidious parasite replacing genuine interpersonal pathos with product.