Regular readers of this blog will already know my views on campaigns which reproduce creative concepts from elsewhere without at least enhancing or building on the idea in some way. Creative Review have just posted about the new Fiat Grande Punto ad which unashamedly uses Roel Wouters’ brilliant Grip music video for zZz:
And here’s the ad:
Thing is, it seems that the agency contacted Wouters’ production company and voluntarily paid a license fee to use the idea (when in theory they didn’t have to). So does that make it OK? The ad is so similar to the original film that it is almost a copy. Wouters himself is quoted by CR as saying that although the degree of similarity is a little wierd, "it gives the feeling of a sincere tribute". But then he’s also quoted as saying that the treatment of the idea is not as strong, and that "the content seems to be disconnected from the form".
I’m really not sure. I applaud the fact that Wouters was paid a fee, and he will likely benefit from wider exposure of his idea, but this still leaves me feeling uncomfortable. It’s just so similar, and there’s little attempt at interpreting or building on the original idea here and so the creative input is limited. And most people who are exposed to this ad will likely not be familiar with the original film, so can it have real value as a tribute?