AutoBeta(AutoBeta.net)12/18 Report--

An advertising video released by the Mercedes-Benz brand on moments yesterday appeared to be in the form of a "copycat", using the personal information and experience of the well-known basketball star Iverson. Mercedes-Benz tried to set off the 1.3T small engine of Mercedes-Benz with the successful case of the 1.83 basketball star. Many netizens mistakenly thought that the spokesman in the video was Iverson, but unexpectedly it was a copycat. Mercedes-Benz's move was also criticized or scolded by netizens.

Today, a "lawyer statement letter" to Beijing Mercedes-Benz sales and Service Co., Ltd. (your company) and Tang Shikai is published online.

According to the lawyer's statement, entrusted by screen Information Technology (Shanghai) Co., Ltd., we hereby write to you regarding the infringement of Allen Iverson's name, portrait and reputation rights by your company and its related parties. It is understood that screen Information Technology is the exclusive brokerage manager appointed by Iverson in China.

According to the letter, on December 17, 2020, your company and its related parties informed Weibo, Douyin, Wechat and other social networking platforms to post advertisements for automotive products entitled "height is not the only Standard for Basketball". The advertisement distorts and insinuates the name and portrait of Mr. Iverson, and makes a derogatory comment on Mr. Iverson's physical features.

A solemn statement made by a lawyer on behalf of his client:

1. Screen TV Information Technology has never authorized your company to use Mr. Iverson's name and portrait in any commercial advertisement; without the permission of Mr. Iverson himself or the prior authorization of his exclusive broker, the unauthorized use of Mr. Iverson's name and portrait by distortion and innuendo has constituted an infringement on Mr. Iverson's right to name and portrait.

two。 Your company's advertisements also draw public attention to your company's rendering of your own product features by emphasizing Mr. Iverson's physical appearance and background, so as to achieve the purpose of illegal profit. The conduct of your company is a vilification and insult to Mr. Iverson and infringes upon the reputation of Mr. Iverson.

A solemn request issued by a lawyer on behalf of his client:

1. Your company should immediately delete the above-mentioned advertisements related to Mr. Iverson and its related content posted on all online, offline media and social network platforms, stop all infringing acts and prevent the consequences of infringement from expanding.

two。 Your company should make a public apology to Mr. Iverson to eliminate the influence and restore Mr. Iverson's reputation.

3. Indemnify Mr. Iverson and his client for the losses suffered as a result of the infringement committed by your company and related parties.

Founded in December 2012, Beijing Mercedes-Benz sales and Service Co., Ltd. is a Sino-foreign joint venture company with registered capital of about 100 million yuan and legal representative HUBERTUS TROSKA. The company's main business scope is to provide consulting and services related to marketing, sales, after-sales service, network development, brand image and training, etc. Tang Shikai is also a member of the board of directors of Daimler Co., Ltd., and serves as the chairman and CEO of Daimler Greater China Investment Co., Ltd., where he is responsible for all Daimler's strategic and operational operations in China.

Reviewing the video content, Mercedes-Benz has found a special actor whose image and experience fit well with a well-known basketball star, including 1.83 meters tall, Hampton, Virginia, 1996 draft, and the name "iversen" on the jersey, which is only one letter different from Iverson's "iverson". These features seem to show the audience that this is former NBA player Allen Iverson. Of course, many viewers thought so at first, but on closer inspection, this person is not Iverson himself.

The "copycat" in the video doesn't stop there. NBA's logo has been changed, and the fake draft and the president of the draft is not David Cohen himself.

Iverson, who is only 1.83 meters, has become a basketball superstar, and height is not the only standard for basketball. Mercedes-Benz tries to use this success story as a foil to the 1.3T low-displacement engine it is promoting. "the 1.3T engine takes you to rethink the standard," the Mercedes-Benz advertisement said. The original advertising creativity was recognized by a part of the audience, but Mercedes-Benz, as a major international brand, adopted the practice of brushing the ball and copying, which made many netizens feel angry.

Perhaps the legal departments of Mercedes-Benz and its related parties have reviewed it to ensure that all legal risks are avoided. However, the advertisements of the big international brand Mercedes-Benz attract attention in the way of "brushing the ball" and "shanzhai", which is believed to affect consumers' evaluation of the Mercedes-Benz brand.

Allen Iverson (Allen Iverson), born in Hampton, Virginia, USA on June 7, 1975, was selected by Philadelphia 76ers in the first round of the NBA draft in 1996 and became the NBA champion. Iverson, who is 1.83 meters long and is nicknamed "The Answer" / AI, is famous for his high speed, strong breakthrough ability and super scoring ability. Even after many years of retirement, Iverson's basketball style and spirit still affect many people.

As of press time, Mercedes-Benz did not respond.

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