The solar term is full on May 21, but Audi didn't think it was full on May 21. This advertisement does not introduce a certain model, but only takes Xiaoman as the title. Please tell Andy Lau a philosophy of life. Andy Lau's tender narration has aroused wide resonance among netizens and is known as the "Qingliu" and "masterpiece" of advertising and marketing.
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.
However, such a film with more than 100 million broadcast on the whole network is actually in the quagmire of "plagiarism".
Advertising copy accused of plagiarism
Audi apologized and said it would fully take the video off the shelves
On the evening of May 21, Tiktok, whose ID was "man ge of Peking University", 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.
Dissatisfied with the wronged "man ge of Peking University", the sentence by sentence comparison shows 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.
In the video, "Beida man Ge" pointed directly at the advertising short film of Audi's life Xiaoman and copied its copy, saying that he didn't think Andy Lau would copy the copy, and the real responsible party needed to stand up and explain.
Public information shows that "full brother of Peking University" has about 5 million fans in the whole network. It is an educational video blogger and has long been doing educational consultation for parents and students.
On the morning of the 22nd, Audi's official microblog issued a statement, "expressing sincere apology". The statement also said that the video was submitted and implemented by the creative agency, and Audi's official channels will comprehensively take the video off the shelves.
Some netizens commented that this wave of Audi operation "pits Andy Lau".
At present, this advertisement on Andy Lau's account has been deleted.
On March 17 local time, Audi group held the 2021 financial report press conference in Ingolstadt, Germany.
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%; Lamborghini brand delivered 8405 vehicles, a year-on-year increase of 13.1%, a record high. In addition, the sales volume of Ducati motorcycles was 594.47 million, a year-on-year increase of 23.7%. China is Audi's largest market in the world. In 2021, Audi sold 727000 vehicles in China, accounting for about 43% of Audi's global sales.
Lawyer: the original author can claim compensation
"The Audi brand and agency company have been involved in infringement. While deleting the relevant videos immediately, the original author can also ask for an apology and corresponding compensation." On May 22, a lawyer told reporters that since Audi is the publisher of the video, it should also bear the main responsibility.
In recent years, the 24 solar terms have gradually become the focus of major brand marketing. Solar term marketing is a brand promotion activity based on the time node of the 24 solar terms and the integration of brand characteristics. Through creativity, the public can have a stronger awareness and favor of the brand when paying attention to this topic.
However, at present, the solar term marketing of most brands is mainly spread in the form of simple theme posters. This time, Audi carried out solar term marketing in the form of short video, which has become one of the reasons for the rapid popularity.
It is worth noting that according to the 49th statistical report on China's Internet Development released by China Internet Network Information Center (CNNIC), as of December 2021, the number of short video users was 934 million, with a utilization rate of 90.5%.
In addition, according to the 2021 China Mobile Internet annual report released by questmobile, the use time of short video has exceeded that of instant messaging, becoming the field that occupies the longest time of people's network, with a rapid growth momentum. As of December 2021, the stickiness of short video users exceeded that of other industries, with a year-on-year increase of 4.7%, and the total use time accounted for 25.7%. The total duration of instant messaging users decreased by 2.2% year-on-year, accounting for 21.2%.
Although many short video platforms have set up anti plagiarism mechanisms, in the Internet environment, the forms of infringement of original works are diverse, the means are hidden and the content is scattered, which brings more challenges to the protection of original works.
People's online review: infringement is not a trivial matter
On the 22nd, Weibo @ People's online review commented:
For Audi, this is a terrible "car accident". Yesterday, there was a lot of praise on the video involved, but today, there is a lot of scolding. If it is finally confirmed that the copy of the video involved is plagiarism, Audi's corporate image will suffer a heavy blow.
Most importantly, if the copy of the video involved is indeed plagiarism, it is suspected of breaking the law. If you infringe upon the copyright of others, you must bear civil tort liability. This is no joke.
......
At present, Audi's official channels will comprehensively take the video off the shelves. This is a pragmatic move. Next, creative agency M & amp; It's time for csaatchi to come out and give an explanation. Explain the context and give corresponding solutions. At the same time, in response, you can't throw the pot, sophistry, or talk about him regardless of the left and right. There is no doubt that this is an annual scandal, which must be nailed to the stigma column of advertising history. If we can't change the past, I'm afraid we can't have a foothold in the industry.
Infringement, violation of the law, is no small matter. What's more ridiculous is that many words in the problem video are exactly the same as the original video, which is "pixel level plagiarism". To borrow the words of netizens, where did you plagiarize? Just copy and paste. It is puzzling that this kind of thing still appears today when the state strongly protects intellectual copyright. As the rights blogger said, it is believed that Mr. Andy Lau, who is highly respected, will not pick up his copywriting and then send commercial advertisements, "Whoever picked it up will stand up and help him make an explanation." The explanation is not complete. The regulatory authorities also have the responsibility to intervene in how to deal with it.
"Behind every idea that hits the heart of the people, there are countless days and nights of accumulation". Admittedly, if you don't respect originality, where is innovation? If plagiarism is not sanctioned, where is the law?
No matter how luxurious a car is, it will be embarrassing if it "overturns". Once the copywriter is involved in the plagiarism storm, it will be a geometric disgrace. The involved text is like this: "no complacency, insufficient knowledge". I wonder if the company involved has any deficiencies? Is there any shame?
Automobile brand marketing frequently overturns
Last September, the official microblog of luxury car brand Rolls Royce released a promotion video, inviting Chen Zhen, a famous car critic, as well as the "late night" couple and others to test drive. After the release of the video, it quickly aroused heated discussion, with nearly 10000 comments, but most of them were voices of doubt and criticism, pointing at the "late" couple of online celebrities.
On the evening of October 14, Rolls Royce, a luxury car brand, responded to the controversy caused by its recent invitation to the "late night" couple's test drive video, saying that Rolls Royce Greater China "takes this event seriously, sincerely listens to everyone's feedback and decides to take the video offline."
In August last year, the news that relevant executives of Nezha Automobile Marketing Department discussed "inviting immoral artist Wu Yifan to speak for the brand" in the company's internal group spread on the Internet, which triggered extensive discussion. Subsequently, Nezha automobile quickly issued a statement in response, saying that it decided to immediately dismiss Peng Gang, the person in charge of the market, and dismiss all those who made improper remarks at the same time.
Despite the timely release of the statement, the incident caused more doubts in the industry. Many people questioned that Nezha automobile was a farce directed and performed by itself to create hot spots.
On May 18 last year, Changan Ford released a video on its official microblog with the accompanying text: "is it true that boys run at high speed and lift girls' skirts in Japanese animation? Today, with the help of white skirts and little sisters, it reproduces the classic scene of Riman!" The copy also has topic labels such as "feast your eyes" and so on.
As soon as the microblog was issued, it boarded the hot search, which quickly aroused heated discussion among netizens.
At noon that day, the official wechat of Changan Ford deleted the controversial content and apologized, "it will not be an example and strictly abide by the correct concept of network content. Thank you for your supervision and correction!" But many netizens are still very angry and think that this marketing method is too vulgar.