Imitation is the best form of flattery but it could get expensive for Hugo (updated – they’ve pulled the ad)

I recently sat with a colleague to listen to track for an ad for which the brief had been “it should be in the style of [Unnamed Artist]”. We both agreed that while the track was far enough away from a track by [Unnamed Artist] if you played them back to back the average person in the street would probably not be able to tell them apart. The conclusion of the conversation was let’s not make some lawyers rich and break the news to the client that we’ll need to redo the track. The client was probably slightly over the annoyed line but I reckon that had they been slammed with a massive copyright infringement lawsuit by a label then they would have been slightly over the totally furious and looking to fire us line.

So it did amuse me this morning when the same colleague told me to check out the latest Hugo Boss ad. I’m not sure who in the agency reckoned that nobody would notice the ridiculous similarities between the ad track and the fairly widely known XX track “Intro”. 

This is going to be one to watch. Whoever signed off the music is either hoping nobody notices the similarities, well that ain’t happening as Rolling Stone Magazine has just reported on this, or that the XX’s label won’t want to take on the mighty Hugo Boss, item one on today’s to-do list will definitely be speak to legal. The whole thing just seems a so lazy by both the creatives and the account management, hiding in plain sight doesn’t always work.

When choosing or creating the right music for an ad it is often cheaper to spend money. The cheap option is often the most expensive, I’m sure you’ll find some metaphor there for modern fashion brands but I’ll leave that in your hands. I’m not going to start talking the irony of cheap rip offs.

This could get uncomfortable for someone but its OK because they’ll be able to hide behind their massive Hugo Boss sunglasses.

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