Automotive advertising has always been widely loved for its high quality and creativity. But no matter how good the reputation is, there are times when the ship capsizes. Taking advantage of the happy time of the New Year, let's talk about the recent famous advertising "rollover" cases.
Audi beautiful blockbuster forwarded by the whole network
The copywriting is copied
When it comes to car advertising "overturning", the latest case that has gone viral on the Internet is the Audi "Xiaoman" incident in 2022. On May 21, 2022, it was the small man in the twenty-four solar terms. On this day, the short film "Today's Little Man, Life is Good" cooperated by Audi and Andy Lau was launched, and it became popular all over the Internet as soon as it was released. In the short film, Andy Lau tells his understanding of Xiaoman, and at the end extends the attitude of "life is small, not complacent, and knows inadequate".
While everyone was immersed in Huazai's slow and beautiful pictures, blogger Peking Da Mange questioned on May 22 that many of Audi's content in this video was almost copied from the video content he released in the mid-autumn festival of 2018, May 2020 and 2021, including "poetry written in the words of Zeng Guofan" that he quoted. As soon as this matter came out, Audi immediately attracted verbal criticism from netizens who ate melons.
Subsequently, FAW Audi Sales Company immediately issued a statement saying that it noticed that a short video released on the 21st had a copywriting infringement problem, and expressed sincere apologies for the trouble caused to Mr. Andy Lau, Peking University Mange and related parties due to poor supervision and lax review in the incident. On the same day, M&C Saatchi, the advertising creative agency of the incident, issued a statement admitting negligence and bearing losses. Andy Lau also expressed 100% respect for the original, "I personally deeply regret the problems that occurred in the creative process of the advertising team and the troubles caused to Man Ge", and the incident came to an end.
Playing Creativity and Playing Fire Thunderer's "rollover" incidents are not uncommon
In fact, not only the "Xiaoman" incident, Audi has also advertised "overturning" many times before. In July 2017, Audi's official used car released an advertising video in which a newlyweds were holding a wedding ceremony and were about to reach their climax, when the mother-in-law suddenly called a halt and rushed forward to conduct an all-round inspection of the bride in public. The video also caused a lot of controversy, Audi was accused of being suspected of vulgar marketing and consuming women, and the incident ended with an official apology.
In addition, Audi's competing Mercedes-Benz has also encountered thunder in creativity. On December 25, 2021, some netizens received that Mercedes-Benz used "squinting" model makeup in WeChat Moments advertising, causing controversy. Such "squinting" makeup is suspected of ugly Chinese image, and Mercedes-Benz is on the cusp of public opinion. Many netizens think that Mercedes-Benz's choice to push advertisements for "squinting" model makeup is completely "intentional".
Write at the end
When cars have become an indispensable part of our lives, the strict control of car advertising by car companies has become more important. You can't spoil the brand culture because of the personal taste of creatives, and it will only hurt the car companies themselves.