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[WATCH] Did DM9 and Leo Burnett copy these ads?

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Marketing has got word that head honchos at local ad firm J.Romero and Associates are hot under the collar over TV spots by DM9 JaymeSyfu and Leo Burnett Manila that look surprisingly familiar to a campaign of their own.J.Romero pointed out what they are calling "uncanny similarities" between two TVCs made for pizza brand Shakey’s and adverts made by DM9 for Smart Communications and Leo Burnett for McDonald’s.Manny Gutierrez, senior vice-president of J.Romero, said it is “nice to be imitated.”Below is “Fingers”, which was first aired in 28 January this year to promote Shakey’s PCM App, a mobile ordering servicehttp://www.youtube.com/watch?v=OW75ZHKkMwYThe same dancers, however, painting the screen with streaks of light were also seen in a Smart Bro Gadget Plus commercial aired just recently last 13 October. It’s not a carbon copy but the backgrounds and dance moves were unmistakably there.In an emailed statement, Ronald Barreiro, general manager at DM9 JaymeSyfu, emailed Gutierrez to assure the agency that they did not use the Shakey's TVC as peg or inspiration in their production."We value our reputation as a creative agency and have utmost respect for the work of our colleagues in the ad industry.  As a responsible member of the advertising community, we will never resort to imitation and willfully taint our own reputation," he shared with Marketing.http://www.youtube.com/watch?v=x7kPttHJXIIAnother contender is Leo Burnett and its TVC for McDonald’s Premium All Beef Burger launched in 30 September featuring a kaleidoscope of burger ingredients.http://www.youtube.com/watch?v=SSkAjte8uVwWhile no one can claim that they own the widely-used visual treatment, J.Romero said McDonald’s ad is strikingly similar to what they have done for another Shakey’s commercial called “Mantra” aired earlier last 22 July (YouTube launch).http://www.youtube.com/watch?v=j7jDSGgQwmkSought for comment, Raoul Panes, chief creative officer at Leo Burnett Manila, said their work did not influence the McDonald's TVC and they were already deep into post-production when the ad came out."As there were technical intricacies with the graphics and the music, it took some time before we signed off on the finished material.  And while both ads are employing the kaleidoscope technique, we proceeded as planned with what we started because there is no exclusive ownership of the technique.""We take our creative process seriously -- from insighting to production. We will not do anything that will jeopardize our long-standing partnership with McDonald’s," Panes adds.Imitation has been a powerful way to make people laugh and remember brands.One of this year’s best examples was this Halloween prank by Pepsi, which rival Coca-Cola wittingly replied unofficially via 9Gag.

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