The plagiarism of automobile advertisements has been rising again and again.
On the 22nd, Audi and the advertising creative agency issued a statement apologizing for the alleged plagiarism of the new advertising film. At present, the Audi advertising film “Xiaoman today” has been taken off the shelves, and the advertising agency involved has also promised to do its best to make up for the loss to the original author.
According to the division of labor table of the advertisement involved, M & C Saatchi (Shangsi advertisement), the creative agent of the advertisement, plays the role of agent, and Peng Yangjun is the director. According to insiders, according to the current common cooperation mode in the industry, the advertising creative agent such as Shangsi advertising involved is more like a “general contractor”. After the “general contractor” receives the order from the customer, it will outsource the relevant work, and the director involved is one of the “contractors”.
With the continuous fermentation of Audi advertising films, other advertising films shot by the above advertising film directors have also been questioned for suspected plagiarism, and the brand involves BMW, etc. In addition, the company that makes advertisements for Honda has also been questioned for plagiarism.
BMW advertising film is suspected of plagiarism
On the evening of May 22, a BMW advertising film, entitled “liangcang x new BMW 8 series”, could not be opened for viewing on multiple platforms. The director was the same person as the Audi advertising film “Xiaoman today”.
Several video platforms have taken off the advertising film liangcang x new BMW 8 series.
Some netizens pointed out that the composition, division and picture of the advertising film are very similar to the MV shot by foreign artist Sohn, which can be described as another example of “pixel level” plagiarism. At present, the video can no longer be opened and viewed on iqiyi, Youku and other platforms.
In response to this matter, Zhongxin finance called BMW related people, but as of press time, the other party had not replied.
Mercedes Benz, Cadillac, Jeep and other brands have cooperation with the directors involved
In addition to the advertisement of liangcang x new BMW 8 series, the advertisement called liangcang x Mercedes Benz has also been set to “need a password to view” on Youku and other video platforms.
The video platform shows that liangcang culture has shot advertising films for several automobile brands.
Zhongxin finance and economics noted that liangcang culture has taken advertising films for several automobile brands, which are named after “liangcang”.
Several video platforms show that among the automobile brands cooperating with liangcang culture, in addition to Audi and BMW, Cadillac, Mercedes Benz, Volvo, Buick, mini, etc. For the films that cannot be watched for the time being, the directors are Peng Yangjun, who is involved in the “plagiarism door” of Audi advertising.
According to the microblog identity authentication information, Peng Yangjun’s identity includes the founder of liangcang.com and the creative director of new vision. Tianyancha information shows that there are three companies under Peng Yangjun’s name, namely Beijing liangcang Culture Communication Co., Ltd., Shanghai Youya culture communication partnership (limited partnership) and Beijing Shangzhen Culture Communication Co., Ltd.
Previously, the personal home page of the director involved on the video sharing platform once showed that he had been responsible for shooting automobile advertisements of multiple brands.
At present, there is no content on Peng Yangjun’s personal microblog home page, which only displays “the microblog set by the blogger is only displayed within half a year”. On the video sharing platform “xinpianchang”, Peng Yangjun’s personal home page also shows that “the account does not exist or has been deleted”.
Previously, on Peng Yangjun’s “new studio” personal home page, you can see that he was responsible for directing advertising films of Cadillac lyriq, BMW 4 series, mini, Mercedes Benz gle, Jeep New Wrangler and other models.
Audi copywriting involves plagiarism, while Honda advertising is accused of imitating experience
After the fermentation of Audi advertising film, the advertising problem of automobile enterprises has attracted more and more attention. According to several media reports, an advertisement of Honda was also accused of plagiarism.
The advertising film was released by the video Number “Qipai” and was entitled “the story between me and Mingyue Village: it is ur-v’s company that makes love live up to expectations”. Dongfeng Honda’s official official account has reproduced this video released by “Qipai”.
After the release of the video, Ning yuan, founder of Chengdu Yuanjia brand, publicly said that the “manager” in Honda’s advertising video said he had lived in Mingyue village for five years, and the “manager”‘s entrepreneurial story completely embezzled his life experience. If it is used as commercial advertisement without consent, I hope there can be a reasonable explanation.
Image source: letter of apology from the company involved.
In this regard, Chengdu Qipai Zhixin Culture Communication Co., Ltd., which belongs to “Qipai”, responded on the morning of May 23: “we solemnly apologize to Ms. Ningyuan for a video” the story between me and Mingyue Village: it is the company of ur-v, let love live up to expectations “shot in April this year.”
“Qipai” admitted that this video was shot in the offline space of “Yuanjia” in Mingyue village founded by Ningyuan. Before and after shooting, it did not inform Ningyuan and its team of the commercial shooting purpose (short film of Honda ur-v car owner), and the shooting content was similar to Ms. Ningyuan’s experience, which constituted emotional injury and adverse impact on Ningyuan and her team. “At present, the video and related pictures and texts have been pushed off the shelf.”
In response to this matter, Zhongxin finance and economics called the relevant person in charge of Dongfeng Honda. The other party said: “relevant information has been received and is currently being solved and communicated internally”.
