Colleen Pecho’s AdNews
As advertising majors, it irks us
to see a campaign that is eerily familiar to one that was done years before. We
can call it out at the drop of a hat that that is not original content. We’ve
been trained to recognize the smallest similarities between ads, but what if
what is similar, is everything about it?
Jaguar is releasing a new luxury
sports car called the “F-Type” later this year. This is the first two-seater
car they have released in 50 years. To market the launch of this sexy ride,
they have released the trailer for what will be a short film starring
“Homeland” actor, Damian Lewis and featuring music by Lana del Rey, written
specifically for the film.
I’m not sure about you, but this
idea sounds a bit familiar to me. In 2001, BMW released eight short films
starring Clive Owen. Each film had a different celebrity director from around
the world. This became arguably one of the most famous online campaigns of its
time and was pretty dissimilar from all other online campaigns. The dispute
over Jaguar’s new campaign is that it was already done over a decade ago by
BMW.
Questions:
Is this idea too similar to BMW films?
Will the similarity between this campaign and BMW’s hurt the
intentions of this campaign?
Are short film campaigns effective for the car industry or
would they be better suited in another industry?
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