The answer is fold or call.
If the opponent is smarter than you, FOLD.
If the opponent is less smart than you, CALL!
We need to think about this as poker, a game of partial information. By calling, we are revealing information.
We know that the situation is 0 EV, but we don't know his exact hand. (Or we do, follow the second comment below) If he's smarter than us, we don't want to give away our hand to him, because it's worth more to him to know our hand, than us to know his. Otherwise, vice versa.
If we already know his exact hand, FOLD for the reasons of money utility is non-linear (posts above) and you want to keep your hand secret.
If you think the advertising will help your EV from the other players at the table more than it will help villain, go ahead and CALL.