Audi S3



Here's an entertaining spin on the old car handling demo. A brilliant idea, perfectly executed and a fantastic ad. But before you give your applause, WATCH THIS. Now I'm not saying Audi knowingly ripping anything off. Coloribus shows us that coincidences happen all the time in the ad world. But with You Tube on the rise, flooding more and more ideas into our world, agencies are starting to get blamed for stealing ideas (Bud Light).

I'm not passing judgement in this case, but it does raise some interesting questions. How are we as creatives supposed to treat this unbranded "user-generated content?" Is it off limits? Should we pay the original makers for their idea, and if so, how much? Or can we simply reference the original idea with a head nod. I think the smart agencies are the ones that solicit the help of dudes who originally came up with the idea and posted it. Perhaps this mysterious Mozart roller blader could have been behind the wheel of the Audi S3.

The point is, as an industry we need to think about proper protocol when it comes to the usability of ideas and inspiration found on these video uploading sites. We need to hold each other accountable. Because once we start stealing ideas from our consumers they are going to hate us much more than they ever did for interrupting their TV time. Your thoughts?

Thanks to Fresh Creation for pointing out these similar videos.

19 comments:

Dick Margulis said...

I was involved in an analogous situation in 1968 or 1969, also involving a car account. I blew the whistle and it was made very clear to me that my assistance was not appreciated. "Business ethics" has always been an oxymoron, and I don't see that the willingness to steal from those who can't afford to sue you is any more prevalent now than it was forty years ago.

Thomas said...

Stealing ideas from anyone is lame. From consumers doubly so. If you can't come up with an origianl idea, go work in some other industry. We don't want you.

Charlie said...

Of course they knowingly stole the idea, no question. It's always happened and it always will – something with a small enough distribution and a big enough idea will always be ripped off by someone with no ideas and huge distribution.

Thomas your words are noble but I'm not sure what industry you work in - original ideas are not the most common kind.

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