AutoBeta(AutoBeta.net)05/23 Report--

Following the "Audi Lesser Fullness of Grain Advertising plagiarism" incident, an advertising creativity of Honda was questioned about plagiarism.

According to auto industry concerns, the video was released on April 14 under the title "Qupai" and titled "the Story of me and Mingyue Village: the company of UR-V, Let Love live up to expectations". On May 22nd, Ning Yuan, the director of far Home YUANJIA (ID "rather far than far") posted on Weibo questioning the serious plagiarism of Honda's advertising copywriting. It is understood that in this advertisement, the exhibitor claimed to have lived in Mingyue Village for five years and was attracted by the simple folklore of the village, and then decided to set up a plant dyeing workshop. In this regard, Ning Yuan said: "the whole village does not know her, she said that she lived in the village for five years." As a brand, it is not appropriate for you to choose this way of advertising, is it? "

According to public information, the brand "Yuanjia" managed by Ningyuan has been stationed in Mingyue Village, Pujiang County, Chengdu City since 2015, where there is a collection space called "Mingyue Yuanjia", including catering, accommodation, exhibition hall and other functions. It is a "place of aesthetic practice". In addition, "Yuanjia" has a plant dyeing workshop in the village. "after watching the Honda ad, I feel like my life has been stolen," said Ning Yuan.

Ning Yuan said: "the whole video duration is five and a half minutes, and all the scenes are taken in Mingyue Village, of which more than 80% are in the remote home, and 20% are 'female owners' with Honda Motor and Mingyue Village." Apart from the border shepherd named 'White Dew', there was not a single remote employee, all extras who were found out of nowhere. " Based on the above, Ning Yuan believes that Honda's advertising video is wrong in three places: (1) the remote home located in Mingyue Village is the offline space of the distant YUANJIA brand, so it is not allowed to shoot commercial advertisements without permission; (2) there is serious theft in advertising copywriting; (3) Honda, the brand side, grafted its car brand with Ningyuan's own story, without prior consent, suspected of infringement.

In addition, the person in charge of "far Home YUANJIA" said, "the advertisement was shot in the remote home space of Mingyue Village without permission, and the content said by the photographer is the background of plagiarizing the host Ning Yuan, and the two do not know each other." At the same time, the person in charge found that several Honda 4S stores were also using the video, and he privately posted the video number of the video, hoping to remove the video from the shelves and make a public apology but did not get a reply. At present, Mr. Zhang has contacted the lawyer to protect his rights, asking the video account and Honda to delete the video and make a public apology.

On May 23, Chengdu Auto Zhi Xin Culture Communication Co., Ltd., to which "Qapai" belongs, issued a letter of public apology, apologizing to Ms. Ningyuan and her team for not telling Ning Yuan and her team that it was a commercial shoot and that the content of the shoot was similar to Ms. Ningyuan's experience. In addition, videos and articles released by Dongfeng Honda officials on April 13 have also been deleted.

It is worth mentioning that on the same day this incident was exposed, Audi also went on a hot search because of "Lesser Fullness of Grain advertising plagiarism". According to previous reports from the auto industry, Audi released the "Lesser Fullness of Grain" video on major video and social platforms on May 21. In the short film, Andy Lau himself appeared to explain his understanding of Lesser Fullness of Grain and was praised for being educated, deep and attitude. as a promotional advertisement for a car brand, the promotional video had neither excessive commercial elements nor too many product features. in addition, its aesthetic picture and far-reaching artistic conception are impressive, which makes the advertisement quickly "out of the circle" and explodes all the major short video platforms and moments. However, in the past day alone, the video copy was publicly spoken by the original author and accused of serious plagiarism. In response, Audi issued an apology and deleted advertising videos accused of plagiarism in various channels.

Marketing promotion has always been a difficult problem, well done can make the brand good impression, not well done will also make the brand into controversy. In addition to Audi, there are many car brands have made similar low-level mistakes before, there is Mercedes-Benz "porcelain" Iverson, let a lot of Iverson fans crazy, and then there is BMW "wrong word" marketing, so that BMW has become a RMW. In fact, automobile brands spend a lot of effort on marketing every year, but as a large amount of consumer goods, automobile companies should make more efforts on quality and service, which may be the foundation for automobile companies to maintain traffic.

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