The Ad World has had more than our share of “duplicate” ads this year.
The biggie being Ogilvy Paris recycling a Cannes Winning print campaign for the second time; same visual, different client, same award: a shiny Gold Lion.
Yeah, that was a bad one. Everyone in the business did a collective /facepalm and once again vowed to “never again!”
Just like the time before and the time before that.
But sometimes idea theft happens on the consumer level, too; with the boring old commercials that we make for our real clients (as opposed to the phantom clients we use for award shows).
The latest, and one of the most brazen I’ve ever seen is Subaru’s latest TV spot: “Baby Driver”:
Anyone who sees this spot in a vacuum would say that it’s a big idea, well executed.
It’s a great spot.
But those of us who have seen State Farm Insurance’s spot “, which has been running for a couple of years now, have a slightly different opinion on that:
Was it a coincidence? Or did they know? Or are they just clueless?
Whichever it is, I find it hard to believe that nobody on the agency or client team had never seen the State Farm spot…because it’s gotten a LOT of rotation in the last year-or-so.
Call me crazy, but I think that watching at least a little bit of TV should be required for anybody who writes TV spots for a living. And a little bit of competitive research should be required for any big agency before diving into campaign planning.
What a shame.