Audi's advertising video was accused of plagiarism. Audi car advertising short film "Today is very substantial, life is very substantial" is caught in the copywriting "plagiarism door". If this rollover event is not handled properly, it will even affect Audi's follow-up marketing and sales of related models in the later period. Audi advertising short film accused of plagiarism.
Audi's advertising video was accused of plagiarism 1. On May 2 1 day, when the solar term was full, Audi released an advertisement film about the philosophy of life by the famous artist Andy Lau, which was called "the ceiling of automobile advertising" for a time, and it spread quickly and won a good reputation.
However, after the advertisement quickly became popular, it fell into a plagiarism storm. On the evening of May 2 1, the video "What's the Experience of Copying Copywriting with Over 100 Million Plays" was released at Peking University Mange, which has more than 3 million fans. Through word-for-word comparison, the video proves that Audi's advertising copy is almost identical. As soon as the clarification video came out, public opinion once again pointed the finger at Audi, and Audi's "two-level reversal" in one day became the hot search headline of major media platforms on May 22.
In fact, not only Audi, but also Rolls-Royce, finidi, Changan Ford and other car companies have experienced marketing "rollover" incidents. Behind the incident, what should be paid more attention to is that automobile brands need correct and reasonable marketing concepts. After all, "brand personality" is more important than traffic and hotspots.
Audi and the advertising company apologized for the "plagiarism" incident, and Andy Lau "deeply regrets"
The reason why Audi's advertising film shot this time can quickly become popular is because of the "high sense" it creates. Different from other companies' enthusiasm for "520", this advertisement contains cultural background and humanistic feelings. Although it is an advertisement for car companies, it does not talk about cars. What runs through it is Andy Lau's philosophy of life about "Xiao Man".
An advertising film doesn't have too many commercial elements, or even a specific brand implantation. Andy Lau's monologue of "advanced introversion" is effectively integrated with Audi's brand attitude, which can better reflect the brand tonality, thus winning numerous praises.
This is a successful marketing case, which can even be called a marketing model of car companies, but it is not only at the forefront of public opinion because of plagiarism, but may even bear legal responsibility. After the incident fermented, Audi officials quickly issued a statement and apologized on May 22nd.
After Audi apologized, at noon on the 22nd, the advertising company M & amp22 CSaatchi also issued a statement admitting plagiarism and apologizing, and promised to do his best to make up for the losses caused to the original author.
On May 22nd, around 0: 00/6: 00, Andy Lau wrote in the official support club APP Huazai Tiandi: I have 100% respect for originality. In this incident, I personally deeply regret the problems in the creative process of the advertising team and the troubles caused to Mango. Audi and advertising companies are now dealing with it seriously.
Zhang Xiang, a researcher and MBA tutor at north china university of technology Automotive Industry Innovation Research Center, told the reporter that Audi's marketing rollover incident was basically caused by improper balance between marketing costs and risks of car companies. There may be a project budget problem behind Audi's marketing event, and the expenses are mainly used to invite Andy Lau, the spokesperson of Tianwang, so the budget of the creative part is not much.
Another reason is that the project has a time node requirement, which makes the creators have little time to do original design. Secondly, there is a problem that the review process of relevant leaders is incomplete. "
Before the press release, Andy Lau, Audi and their creative agency M & amp； C Saatchi issued an apology statement and temporarily drew a rest, but the subsequent impact of the incident is far from over.
Zhang Hong, secretary-general of china automobile dealers association New Energy Branch, said: "If this rollover incident is not handled properly, it will even affect the post-marketing and sales of Audi's subsequent related models."
Automobile enterprise marketing should attach importance to "brand personality"
In fact, this is not the first time Audi has overturned in marketing.
On March 3, 2065438+09165438+10, Audi launched the advertisement of Audi Q8 in WeChat circle of friends, but the video content was played in finidi and Britain. Although the "Oolong incident" did not cause much public opinion storm, it was ridiculed by netizens that "this is the scene of a big rollover";
In August 2020, Audi posted an advertisement on social networks, in which a little girl in a short skirt and sunglasses leaned against the car with a banana in her mouth. The picture immediately caused great controversy after it was released, and it was accused of "sexual suggestion" and other contents. Under the pressure of public opinion, Audi responded, apologized and said that it would not be used again in the future.
According to the reporter's statistics, not only Audi, but also car companies have become more and more common in recent years. In September, 20021year, Rolls-Royce official Weibo released a promotional video, inviting famous car critic Ma Ke and online celebrity "Late Night" couple to test drive.
After the release of the video, it caused a heated discussion, with nearly 10,000 comments, but most of them were voices of doubt and criticism, pointing out that the online celebrity "late night" couple did not match Rolls-Royce tonality. 10 June 14, Rolls-Royce responded that Rolls-Royce Motor China "took this incident seriously, sincerely listened to your's feedback and decided to take the video offline."
On 20021May 18, Changan Ford released a video in its official Weibo with the caption: "Is it true that boys run at high speed and lift girls' skirts in Japanese anime? Today, the white skirt flutters to help the young lady, reappearing the classic scene of the day! "There are topic labels such as" Keep your eyes away "in the copy.
As soon as the Weibo was issued, it went on a hot search, and caused controversy among netizens, who thought the content was too vulgar. At noon that day, Changan Ford officially deleted the controversial content and apologized, saying that "it will never happen again and strictly abide by the correct concept of online content. Thank you for your supervision and correction! "
It is not difficult to find that besides plagiarism, the "rollover accident" caused by novelty hunting and hot marketing has also become a common phenomenon. Enterprises can't turn a blind eye to the risk of public opinion if they want to rely on new media for promotion and marketing. After every "rollover", the most common process is that brands and enterprises issue an apology statement, delete the propaganda content, and finally express introspection, but what really needs attention is how to avoid such incidents from happening again.
Zhang Xiang said: "In recent years, due to repeated epidemics, the promotion of car companies has been restricted, and the development trend of car marketing has shifted from offline to online. The marketing scheme of car companies can be outsourced to a marketing planning company or sub-projects, which is very common, but Internet content plagiarism is common and easily involves infringement.
It can also be seen that the marketing of car companies does not attach importance to originality, blindly looking for stars to bring goods, relying on network celebrities and stars to bring traffic, and there is no need to hold large-scale offline activities, resulting in insufficient project budget, so there is a phenomenon of insufficient copywriting and creative budget. These are all problems that car companies need to pay attention to and avoid in future publicity and marketing. "
As Zhang Xiang said, a marketing accident will not only damage the brand's commercial image, but also bring legal risks such as Audi incident. What any enterprise needs is timely, reasonable and healthy marketing propaganda, because it is always more important to build a perfect "brand personality" than to focus only on traffic and heat marketing.
Audi's advertising short film is accused of copying 2 Audi car advertising short film "Today is very substantial, life is very substantial". After falling into the copywriting "plagiarism", some netizens found that another BMW commercial filmed by the film director Peng Yangjun was highly similar to a music MV shot by a foreign artist in composition and sub-lens, and was accused of plagiarism.
At present, the video has been unable to be opened on many platforms such as iQiyi and Youku.
On the evening of 22nd, a customer service staff member of BMW China told the reporter that the situation would be fed back to relevant departments for follow-up. As of press time, the reporter contacted many times and failed to contact Peng Yangjun, and he did not respond to this on the public platform.
On May 2 1 day, coincided with the solar term of "Little People", FAW Audi launched the brand promotional film "Little People Today, Life is Little People" starring Andy Lau. In this film, Andy Lau tells the story of solar terms in a straightforward tone, and rises to the attitude of life. Once released, it was well received by the whole network, with over 100 million views.
At about 2 1 day 13 o'clock, the advertising director Peng Yangjun forwarded the official Weibo of Audi on the Weibo, with an article saying, "Andy Lau x Audi # Little Life, this is the most relaxing and enjoyable film I have ever directed. Ge Hua is as peaceful and professional as ever. Thank you, friends and customers for passing the first draft. "
2 1 night, Tik Tok blogger "Peking University Mange" with more than 3.7 million fans sent a video saying that an advertisement released by Audi that day involved copying the copy of a video he made on May 2 1 day. "Peking University Man Ge" also released a comparative video, showing the same part of the two videos on the upper and lower screens.
On May 22nd, Peng Yangjun deleted the aforementioned Weibo, but did not respond. The reporter noticed that Peng Yangjun introduced himself in the "New Studio", a new media film and television content production and distribution platform, saying that he was a senior photographer, director and founder of Liangcang in China.
He used to be the creative director of Italy's Color magazine, the creative director of New Vision magazine and the chief photographer of Vision Youth magazine. According to the homepage of its website, Peng Yangjun and his founder Liangcang Culture have advertised for Cadillac, Mercedes-Benz and BMW. In the Weibo of Liangcang culture, we can also see them cooperating with many automobile brands such as Mercedes-Benz and BMW to shoot creative advertising short films.
According to Tianyancha, there are currently three companies under Peng Yangjun's name, namely Beijing Liangcang Culture Communication Co., Ltd., Shanghai Yuanya Culture Communication Partnership (Limited Partnership) and Beijing Shangzhen Culture Communication Co., Ltd. He himself is the legal representative of distant culture and monk culture, and his wife, Chen Jiaojiao, the former editor-in-chief of New Vision, is the legal representative of Liangcang culture.
As of press time, the reporter repeatedly called the above three companies, but no one answered.
After Life's Little Enrichment was accused of plagiarism and deleted from the video, some netizens pointed out that another BMW advertisement shot by Peng Yangjun was similar to a short film shot by a foreign artist and was accused of plagiarism.
"Liangcang X New BMW 8 Series" was previously released on major video websites.
The advertisement shot by Peng Yangjun was called "Liangcang X brand new BMW 8 Series" and was released in August 20021year. The plagiarized singer SOHN released a song named "Spirits" from the album "Rennen" on 20 17 13, which lasted for 4 minutes and 04 seconds. The shooting director is Jovan Todorovic.
The reporter found that the tone of the two short films is black and white, with high contrast. Whether it is shooting techniques, composition, split lens, or some key elements appearing in the picture, the similarity is very high.
Spirits MV picture
The reporter noticed that in an exclusive interview published in promo news 2065 438+071October 6, the song "Spirits" was a work about "Life Circle" written by Jovan for SOHN. Jovan also said that this work was shot at home in Serbia. "For me, this video is very meaningful on a personal level, but I try to describe it in a way that everyone can potentially reflect on themselves."
Jovan Todorovic
According to public information, Jovan Todorovic was born in 1979. He is an American-born Serbian artist and filmmaker who lives in new york. He is engaged in film, photography and music, has done publicity activities for companies such as Adidas and Nike, and has filmed short films such as Youre Dead America. He also won several international film critics' federations, Cannes International Film Festival, CICLOPE Berlin International Advertising Festival and other related awards.
Up to now, it has been impossible to open and watch the advertisement of "Liangcang X New BMW 8 Series" shot by Peng Yangjun on various platforms such as iQiyi and Youku.
Audi's advertising short film was accused of copying 3 "Xiaoman", which caused great dissatisfaction.
Andy Lau's endorsement of Audi's "Little Man" advertisement was questioned
Audi apologizes: poor supervision and lax review. Creative agent: We will try our best to make up for it.
On May 22nd, a topic of "Audi Xiaoman's advertisement was accused of plagiarism" pushed Audi to the cusp of public opinion.
The Red Star Capital Bureau noticed that on May 2 1, a new commercial film "Life is Nobody" co-produced by Audi and Andy Lau was released, which subsequently attracted wide attention in the whole network. According to incomplete statistics, the video has been liked and forwarded by more than 65,438+million on WeChat video number, played by more than 4.55 million on Audi official WeChat, liked by more than 65,438+million, and even liked by more than 5 million on Tik Tok, Andy Lau. However, on the night of release, this advertisement was caught in a "plagiarism" storm.
In response to the incident, the People's Daily commented that the advertising copy was ridiculed as copying and pasting, and Audi publicly apologized and admitted that "the supervision was weak and the review was not strict". In the "car accident", someone should take responsibility. Protecting originality means protecting innovation. Plagiarism is an industry scandal, and it is even more suspected of breaking the law. We must have zero tolerance.
Audi's new advertisement was accused of copywriting plagiarism.
Netizen: What kind of plagiarism is that? It's like copying and pasting.
"What is the experience of copying a copy that has been copied a hundred million times?" On the evening of May 2 1, Tik Tok blogger "Peking University Mange" with 3.6 million fans released a video saying that the new advertisement "Life is Nobody" co-produced by Audi and Andy Lau involved copying its video copy. "Man Ge of Peking University" said in the video that his original poem and copy were released in Mid-Autumn Festival in 20 18, May 2020 and 20021year respectively, much earlier than the release time of Audi's new commercial, and posted a sentence-by-sentence comparison video.
The Red Star Capital Bureau noticed that there are indeed a lot of overlapping copywriting between Audi advertisements and "Peking University Man Ge" videos, such as "Little summer has big summer, slight cold has big cold, but Xiaoman is definitely not full" and "Xiaoman represents a life attitude" and so on.
"Man Ge of Peking University" said in the video, "I believe that the respected teacher Liu will definitely not come to my short video, copy my copy word for word, and then send a commercial. So it's best who goes to squat and who comes out to help me explain. " It points the finger at the manufacturers and producers behind the advertisements.
On May 22nd, the topic of "Audi Xiaoman's advertisement was accused of plagiarism" appeared on the hot search list in Weibo. Netizens have commented: "What kind of plagiarism is that? It is simply copying and pasting, almost exactly the same. " "Plagiarism is too obvious." "The duplicate checking rate is 100%."
Urgent apology, take off the video.
Audi: Instruct Shangsi Advertising to deal with the infringement.
On the morning of 22nd 10, Audi issued an urgent statement on the plagiarism of new advertisements in the official Weibo. Audi said that it had noticed the discussion about copywriting infringement in the short video released by 2 1, and sincerely apologized for the troubles caused to Mr. Andy Lau, Peking University Man Ge and related parties by poor supervision and lax review.
Audi also mentioned that the video was created by creative agency M&; Csatchi (Shangsi Advertising) reported and implemented. In line with the principle of not avoiding the problem, it has been instructed to deal with the infringement of copywriting as soon as possible and give the public a satisfactory answer. At the same time, before the facts are officially clarified, the official channel of Audi will completely remove the video.
At noon yesterday, Shangsi announced that the company's Audi service team was the Audi Xiaoman brand video development team. In the process of video content development, due to the team's weak awareness of copyright, without communicating with the copyright owner, the copy content of Tik Tok blogger Peking University Mange's video about Xiaoman was directly used, which brought great inconvenience and trouble to Mr. Andy Lau, Peking University Mange and FAW Audi brand. We sincerely apologize to the original author. Shangsi Advertising promised in the statement that it would do its best to make up for the losses caused to the original author.
Wind/waves/back/back
Frequent "Flips" in Advertisements
The advertisement of Audi RS4 was once accused of containing "sexual suggestion".
This is not the first time Audi has "overturned" in advertisements. In August, 2020, Audi posted an advertisement for Audi RS4 on Twitter with the title "Make your heart beat faster in every aspect", accompanied by a picture of a little girl eating bananas in front of Audi RS4.
The advertising screen caused great controversy, and was pointed out by netizens to contain potential content such as "pedophilia" and "sexual suggestion". In this regard, Audi officially explained that the advertisement is to highlight that even the weakest traffic participants can relax and rely on RS technology. At the same time, they sincerely apologize for this "insensitive" picture and promise not to use it in the future.
According to the reporter's inquiry, M & amp； Pinocchio is a British-based holding company founded by the legendary Saatchi brothers. The company provides advertising and marketing services, and conducts business in about 20 countries and regions through branches. According to Beijing Daily, Shangsi China's offices are located in Shanghai and Hongkong, which are jointly run by creative people and brand managers.
According to Interface News, 20 19, M & amp； Csatchi was also caught in personnel unrest and financial fraud. Maurice Saatchi, the co-founder, left with three senior executives, and the company's CEO, executive creative director and chief strategy officer also "voluntarily left". On the afternoon of the 22nd, the reporter noticed that M & amp； Csatchi China official website has displayed "Upgrading" and is now inaccessible.