AutoBeta(AutoBeta.net)05/22 Report--

On May 22,#Audi Xiaoman advertising plagiarism #topic rushed to the top of Weibo hot search list. By the time of publication, all Audi related publicity documents had been withdrawn. In response, Audi and Andy Lau have removed the video and issued a statement in response.

May 21 is one of the 24 solar terms in China. As the second solar term into summer, the arrival of Xiaoman means entering the season of heavy precipitation, and this is the normal solar term replacement, but Audi has given rich philosophy of life. On the same day, China Hong Kong film actor, singer Liu Dehua in the chatter released the title of "Today's small full, life small full good ~~" propaganda video.

Liu Dehua explained the understanding of the small full solar terms in the video: "There must be a small summer heat, there must be a small cold, but there must be no big full, because the big full does not conform to the wisdom of our ancients." On the day of Xiaoman, rain began to increase, rivers gradually filled, wheat ears began to be full, but not completely full, so Xiaoman this state is particularly good. Xiaoman represents a kind of attitude towards life, that is, we have been pursuing perfection on the road, but we do not require perfection."

In the short film, Liu Dehua himself appeared on the scene, explaining his understanding of Xiaoman. He was praised for his culture and deep attitude. However, the promotional video had neither excessive commercial elements nor too many product close-ups. The pastoral landscape style and beautiful music copy quickly moved the audience. By the time of publication,"Today is full, life is full ~~" has won more than 5 million likes in the chatter, and Audi officials have also gained a lot of heat.

However, in the past day alone, Audi Xiaoman ads have been accused of plagiarism. On the evening of May 21, the chatter ID "Beida Mange" released a video and @ Liu Dehua @ Audi official account said that Audi released an advertisement on the same day, suspected of copying his copy of a video on May 21,2021. Through the comparison of "Beida Mange" sentence by sentence, Audi's solar term marketing copy is almost identical to its chatter copy. "Peking University full brother" said, Believe that the respected Mr. Liu will not come to his Short Video, One word by word to pick up his copy, And then to send commercial advertising,"So who is picking, Who will stand up to help him make an explanation."

In other words, the similarity rate of "Xiaoman" copy is so high, it must not be done by Andy Lau, and "Beida Mange" also points its finger at Audi and the publicity team. On Weibo, a large number of netizens stood in line with "Beida Mange" and asked Audi officials to give an explanation. As of press time, videos of Andy Lau and Audi have been deleted.

In response to this matter, Audi officials issued a statement on Weibo: "We have noticed that there is a discussion about copyright infringement in a Short Video released yesterday. We sincerely apologize for the troubles caused to Mr. Liu Dehua, Peking University Mange and relevant parties due to poor supervision and lax review in this incident." The video was submitted and executed by creative agency M& C Saatchi, which, in line with the principle of non-avoidance of questions, has been instructed to deal with the copyright infringement as soon as possible and to give the public a satisfactory answer. At the same time, Audi official channels will be completely removed from the video before the facts are officially clarified.

As for the company behind it, combined with relevant advertising content and Audi official statement, the video was reported and executed by creative agency M& C Saatchi, produced by Yang Zhixuan and directed by Peng Yangjun. M& C Saatchi is a subsidiary of Publicis, the fourth-largest advertising communications group, according to the data. In 1970, the Saatchi brothers and Tim Bell founded Saatchi & Saatchi, headquartered in London, England. In 1995, the company was further aggravated by a huge convertible bond issue as the stock plummeted, and Saatchi's board ousted the founders, the Saatchi brothers, who founded M&C Saatchi Advertising. In the same year, Saatchi & Saatchi changed its name to Cordiant in order to escape the shadow of the Saatchi brothers. In 1997, Cordiant management decided to split the company into two separate publicly traded companies, Cordiant Communications Group (consisting primarily of Dapis) and Saatchi & Saatchi. Saatchi & Saatchi was acquired by Publicis in 2000. Meanwhile, M&C Saatch has launched a brand new interactive marketing company, M& C Saatchi, which will first be established in Beijing and Shanghai in China.

As a world-renowned car brand, Audi is not the first time in marketing promotion rollover. On November 13,2019, Audi launched an advertisement for Audi Q8 in WeChat circle of friends, but the video content was broadcast as an Infiniti promotional film. This promotional film not only makes netizens collectively confused, I'm afraid even Audi, Infiniti are also very confused, who is this advertising ah!

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