On the evening of May 21, the Tiktok blogger man ge of Peking University, who has more than 3 million fans, sent a video saying that an advertisement released by Audi on the same day was suspected of plagiarizing his copy of a video on May 21, 2021. Audi & M issued a statement of satisfaction to the public on the 22nd of this month, and the agency expressed its satisfaction with the infringement case. The video will be fully removed from the shelves before the facts are officially clarified. (according to the extreme news on May 22) p align = "center" a screenshot of the video sent by man ge of Peking University, and a comparison between its original video and Audi advertising
May 21 is the full day of the 24 solar terms. Audi specially invited Andy Lau to shoot theme advertisements, which not only publicize products and corporate image, but also adapt to the times and carry forward traditional culture. The life attitude described in the short film: "Xiaoman is the best place in life, always pursuing perfection, but not perfection", has aroused strong resonance among netizens. Andy Lau's calm temperament and full sense of story also add color to the short film, making people feel the infinite flavor of life. If there is no subsequent plagiarism storm, such appearance and communication will be ranked in the best advertising works of the yearP align = "center" the screenshot of the video sent by man ge of Peking University, and the comparison between its original video and Audi advertising
However, such a deep and affectionate short film released by such a well-known automobile brand is actually the original video from a personal Tiktok blogger. I don't know whether to say ignorance and fearlessness or boldness. Flow is always a double-edged sword. When there is flow for good creativity and production, it is a word-of-mouth explosion; But if you brazenly carry and plagiarize and have traffic, you will be ashamed and generous.
Looking back on the whole incident, in fact, Audi was very unjust. It spent money and heart. It saw that it created a popular publicity product, but it was poured from head to toe with a basin of cold water; Andy Lau is also very unjust. A good king of heaven superstar, evergreen in the art world, acting skills and personality are well-known. If he meets such a thing in business, his image will inevitably be damaged. As man ge of Peking University said, Andy Lau certainly won't pick up the copywriting word by word in his short video. As you know a little about the advertising industry, the brand will entrust Party B to operate this kind of advertising. A distracted video with the goal of "swiping the screen" has "poked the heart" in the core copywriting originality. Audi can be called "one of the most unlucky Party A of the year", and the creative company responsible for the implementation, It may be the most pitiful Party B of the year, but there is no oneP align = "center" statement issued by Audi's official microblog
With the improvement of social awareness of intellectual property rights, plagiarism is exposed and copyright disputes occur from time to time. Not long ago, Haidilao also claimed that it was "Haidilao in the cooking industry" for several times because of its small cattle herding, and took it to court with a compensation of 950000 yuan. It can be seen that when content creation involves the commercial field, respecting copyright and originality should be the first red line.
Therefore, this plagiarism incident is incredible. Party B knows that Party A is a big brand and its advertising will have considerable influence on the street, but it still dares to "carry" plagiarize, and the object of plagiarism is a large V with more than 3 million fans. Isn't this equivalent to giving someone a "hammer"? If you can make such a low-level mistake, you can see how indifferent your awareness of copyright is!
As a content provider, making such a plagiarism scandal not only damages his reputation and brings trouble to all partners, but also shames his peers. Big companies in the industry are so perfunctory and rotten. How can the creator straighten up in front of Party A in the future? Some people in the advertising industry have said with half ridicule: now there are many we media on the platform, various contents are vast, and the practitioners are mixed. If the original author doesn't come out to protect his rights, it's difficult to identify plagiarism. If you want to authorize, you don't know where to start. It's suggested to speed up the establishment of a duplicate checking system in the advertising circle!
The duplicate checking system cannot be built overnight, but the most rigorous duplicate checking system should be the conscience of the creator. Everyone who depends on creation should have the consciousness of "must be out of himself and not copy the words of his predecessors". If he blindly imitates and plagiarizes, he will not only be unable to move forward, but also overturn at any time.
