On May 21, 2022, Xiaoman, Audi and Andy Lau brought a warm explanation of life philosophy to the people all over the country.
life Xiaoman, senior marketing of Audi brand
May 21 is the "Xiaoman" in the 24 solar terms. As the second solar term of summer, the arrival of Xiaoman means that there is more precipitation in the South and the grains of wheat and other crops in the North begin to be full. This was originally a solar term replacement of knowing climate and crops, but Audi gave it a philosophy of life.
As a brand advertising film of Audi, "Xiaoman in life" explains the solar term "Xiaoman" clearly through the interpretation of a fresh and refined environment and the eloquence of Andy Lau. Then, when Andy Lau sat in the car, he sublimated his life attitude of "not complacent, not knowing enough"P align = "center" Image Source: video screenshot of Audi's little man in life
In the two minute and seven second video, although Andy Lau did not mention the word "Audi", he effectively integrated the philosophy of life with Audi's enterprising and ready brand attitude, and quickly spread it on social media. Up to the time of blue whale Auto's press release, the video has been played more than 4.795 million times in Tiktok, and the forwarding, comments and likes of wechat video accounts have reached 100000 +.
The spread of Audi brand was commented as "advanced and restrained" by netizens.
copywriter accused of plagiarizing the 2018 original of "man ge of Peking University
However, the fresh-keeping period of Audi marketing was less than one day, and the original author released a video pointing out its plagiarismP align= "center" Image Source: screenshot of "man Ge, Peking University" Tiktok video
On May 21, Tiktok, whose ID is "man ge of Peking University" (hereinafter referred to as "man Ge"), posted a video saying that after Audi released the video of "Xiao man of life", many netizens went to the message area to accuse man ge of stealing and plagiarizing. Man Ge, who is dissatisfied with being wronged, has no choice but to show through sentence by sentence comparison that Audi's solar term marketing copy is almost the same as its Tiktok copy. The difference is that man GE's original poetry and copywriting were released in the Mid Autumn Festival of 2018, may 2020 and 2021 respectively.
"I'm sure Mr. Liu, who is highly respected, won't come to my short video, pick up my copy word by word, and then send a commercial advertisement. So it's best for who picks up and who comes out to help me explain." For the copy similarity rate is so high, man Ge said that it must not be from Andy Lau, pointing the contradiction directly to Audi and its relevant teams.
The Audi brand and its related teams did not make any statement about the apology and shouting of man Ge and a group of netizens.
is not the first time to roll over in marketing
Marketing rollover is not Audi's first experience.
As early as August 2020, Audi released an advertisement for Audi RS4 on twitter, entitled "make your heart beat faster, in every aspect". The advertisement picture shows a little girl leaning in front of Audi RS4 eating bananasP align = "center" Image Source: Official advertising picture of Audi RS4
Subsequently, the advertising picture caused great controversy and was pointed out by netizens to contain potential content such as "paedophilia" and "sexual suggestion". To this end, Audi officials explained that advertising is to highlight that even the weakest traffic participants can relax their reliance on RS technology. At the same time, I sincerely apologize for this "insensitive" picture and promise not to use it in the future.
As a world-famous automobile brand, Audi has always emphasized that the brand has leading design ability. This time, the brand marketing advertisement full of advanced sense has appeared the phenomenon of "pixel level plagiarism". One after another, the marketing rollover makes Audi go further and further on the road of minimalist and pure advanced sense.
At the same time, more and more netizens are also shouting that Audi and relevant teams should apologize to the original author and the public for their professional ethics.
