Scoot takes a jab at US airline Spirit for copycat branding

In a video posted on its Facebook page yesterday, Scoot has put up a video pointing out the similarities of American airline Spirit's logo and marketing collaterals, and how the latter has been copying its branding. Narrated by CEO Campbell Wilson himself, watch the video on its Facebook page below:


So a little yellow birdie told us that a certain American airline looks familiar. It looks like #ScootInspires their current campaign…well, we’re really flattered! Watch this video and tell us what you think!

Posted by FlyScoot on Thursday, April 9, 2015

Wilson ends the video saying: "We're not mad, we're flattered. To CEO Ben Baldanza, thank you for spreading our brand to the other side of the world. "

Wilson also adds: "If you're going to act like us, do it well. We're going to send you a simple step by step kit so you can act like us. It's so simple even the least creative guys could do it."

A spokesperson for Scoot said that it wanted to respond to the incident "in a fun way" and created a "friendly campaign to engage with Spirit and the public at the same time."

"The campaign is very much tongue-in-cheek – in the spirit of fun – which is in-line with Scoot’s friendly, cheerful and cheeky attitude - ‘Scootitude’," said the spokesperson, adding that there would be "more to come".

He also said that the agency that came up with Scoot's branding is Saatchi & Saatchi.

While many users found the video hilarious, some disagree with the brand of humour, with one user calling the move a "passive-aggressive" one.

Low cost airline Spirit has been around since the 80's, but recently rebranded its image in 2014 to its current one. According to Adweek, the airline stated that it would not “Spirit does not spend money on expensive advertising campaigns.” Baldanza also told the press that its image would be one of fun.