On May 22, a topic of "Audi Xiaoman advertisement accused of plagiarism" pushed Audi to the forefront of public opinion.
Red Star capital Bureau noted that on May 21, the new advertising film "life Xiaoman" cooperated by Audi and Andy Lau was released, which subsequently attracted widespread attention throughout the network. According to incomplete statistics, the video received more than 100000 likes and forwards on wechat video number, more than 4.55 million likes and 10000 likes on Audi official wechat, and more than 5million likes on Andy Lau Tiktok.
But on the night of its release, the advertisement fell into a storm of "plagiarism".
Audi's new advertisement is accused of copying
netizen: copy and paste
"What is the experience of copywriting that has been plagiarized and played for hundreds of millions?" On May 21, the Tiktok blogger "man ge of Peking University" with 3.6 million fans released a video saying that the new advertising film "Xiao man of life" cooperated by Audi and Andy Lau was suspected of plagiarizing his video copy.
"Peking University Man Ge" said in the video that his original poetry and copywriting were released in the Mid Autumn Festival of 2018, may 2020 and 2021 respectively, far earlier than the release time of Audi's new advertising film, and posted a sentence by sentence comparison video.
Red Star capital Bureau noted that there are a large number of overlapping copies between the Audi advertising film and the video of "brother man of Peking University", such as "if there is a slight heat, there is a severe heat, if there is a slight cold, there is a severe cold, but Xiaoman must not have a major full", "Xiaoman represents an attitude towards life", and so onP align= "center" screenshot from man Ge Tiktok video of Peking University
"Brother man of Peking University" said in the video, "I believe that Mr. Liu, who is highly respected, will not 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." It points the spearhead at the manufacturers and producers behind the advertising films.
On May 22, the topic of "Audi Xiaoman advertising accused of plagiarism" appeared on the microblog hot search list.
Netizens commented one after another: "what kind of plagiarism is that? It's simply copying and pasting. It's almost the same." "It's too obvious." "The duplicate check rate is 100%."
According to netizens, Peng Yangjun, the director of the advertising film, also transferred the advertisement on his microblog, but he has deleted the microblog content after the rumors of plagiarism were exposed. Red Star capital Bureau found that Peng Yangjun's microblog does not contain the content of Audi's new advertising film.
apology, off the shelf video, Audi emergency response
involved advertising agency customers Byd Company Limited(002594) , Porsche, etc.
At 10 a.m. on May 22, Audi issued an emergency statement on its official microblog about the alleged plagiarism of the new advertising film.
Audi said that it noted that there was a discussion about copywriting infringement in a short video released yesterday and expressed its sincere apology for the trouble caused to Mr. Andy Lau, brother man of Peking University and relevant parties due to weak supervision and lax audit.
Audi also mentioned that the video was submitted and implemented by creative agency M & C Saatchi. Based on the principle of not avoiding problems, Audi has instructed it to deal with the infringement of the involved copy as soon as possible and give a satisfactory reply to the public. At the same time, before the facts are officially clarified, Audi's official channels will comprehensively take the video off the shelves.
red star capital Bureau noted that at present, Audi's official Weibo account, wechat official account and Tiktok's official account have failed to search for this advertising video
According to public information, M & C Saatchi (Shangsi advertising), the creative agency mentioned in Audi's statement, is a holding company headquartered in the UK, founded by the advertising legend Saatchi brothers, and has been listed on the London stock exchange with the stock code SAA UK。
The company provides advertising and marketing services through branch operations in about 20 countries and regions. According to the Beijing Daily, Shangsi China's offices are located in Shanghai and Hong Kong and are jointly operated by creators and brand managers.
According to public information, M & C Saatchi's agent in China is Shangsi advertising (Shanghai) Co., Ltd. tianyancha app shows that it was established in September 2002 and its main business scope is to design, produce, publish and act as an agent for all kinds of advertisements outside China. According to the official website, it has many well-known enterprise customers, including Byd Company Limited(002594) ( Byd Company Limited(002594) . SZ), SAIC General Motors finance, Master Kang, Baojun automobile, Porsche and so on
center / center p align = "center" screenshot from the official website of Shangsi advertising (Shanghai) Co., Ltd
On May 22, red star capital Bureau called Shangsi advertising, but as of press time, it has not been connected yet.
This is not the first time Audi has "overturned" in advertising. In August 2020, Audi posted 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 bananas.
The advertising picture caused great controversy and was pointed out by netizens to contain potential content such as "paedophilia" and "sexual suggestion". In this regard, Audi official explained that the advertisement is to highlight that even the weakest traffic participants can relax their reliance on RS technology. At the same time, Audi sincerely apologized for this "insensitive" picture and promised not to use it in the future.
Audi 2021 727000 vehicles sold in China
accounts for about 43% of global sales
On March 17, Audi released its 2021 financial report and relevant data. In fiscal year 2021, the total revenue of Audi group was about 53 billion euros, with a year-on-year increase of 6.2%; The operating profit reached 5.5 billion euros, a year-on-year increase of 114%; The profit margin of operating sales increased from 5.1% in 2020 to 10.4%. Audi group's net cash flow reached 7.8 billion euros.
Audi said that it benefited from the good pricing and strong market performance of Audi Q3, Audi Q5, Audi e-tron family and Lamborghini and Ducati brands.
Data show that in 2021, Audi group delivered 1.689 million vehicles worldwide, a year-on-year decrease of 0.7%. Among them, the Audi brand delivered 1680500 vehicles, a year-on-year decrease of 0.7% China is Audi's largest market in the world. In 2021, Audi sold 727000 vehicles in China, a year-on-year decrease of 3.6%, accounting for about 43% of Audi's global sales
In terms of pure electric models, Audi delivered 81894 pure electric models to customers in 2021 (52011 in 2020), a year-on-year increase of 57.5%. Best selling models include the new Audi Q4 e-tron (with sales of 21098 vehicles) and Audi e-tron GT Quattro (with sales of 6896 vehicles).
Red Star capital Bureau noted that Audi's "gold absorption" ability is slightly behind that of its old rivals Mercedes Benz and BMW Group
According to the data, in fiscal year 2021, the annual turnover of Mercedes Benz was 168 billion euros, a year-on-year increase of 9%; Net profit was 23.4 billion euros, an increase of 484% year-on-year compared with fiscal year 2020 (4 billion euros). The total revenue of BMW Group in fiscal year 2021 was 111239 billion euros, a year-on-year increase of 12.4%; The net profit was 12.463 billion euros, a year-on-year increase of 223.1%.
According to the Securities Daily, J ü rgen rittersberger, financial and legal director of the management board of Audi Motor Co., Ltd., said that the Audi group is full of confidence in fiscal year 2022. Although the shortage of semiconductor supply has improved slightly, the impact of the international situation on the growth of the industry and the sales revenue, finance and assets of Audi group cannot be estimated.
