When Chrysler debuted the “Imported from Detroit” tagline to millions of viewers during the Super Bowl will artist Eminem behind the wheel of a 200 sedan and “Lose Yourself” playing in the background the impact was undeniable.
So undeniable in fact, it appears Audi thought they would try their luck at recreating virtually the very same commercial, except transplanted to Berlin, Germany, and sans Eminem behind the wheel. According to Reuters, the attempt has apparently earned the automaker a cease-and-desist order for ripping off “Lose Yourself” in an Audi A6 Avant commercial.
While at this point the cease-and-desist and planned sought damages come from Eminem’s publisher, Eight Mile Style, there may even additional legal action taken by Chrysler as the entire advert was a fairly blatant ripoff of their original ad titled, “Born of Fire,” down to every last detail, only mirroring landmarks more akin to the Audi A6 Avant.
While Chrysler has yet to take or announce formal action, Chrysler Group spokesman Gualberto Ranieri took serious issue with Audi’s advertising efforts, “Apparently someone believes that the definition of copyright laws is the right to copy others’ materials, including world-renowned successes created by Chrysler Group brands.” Given the strength of Ranieri’s comments, don’t be surprised if Chrysler follows suit with a suit of its own.
So what’s Audi’s take on the whole situation? So far the only public answer came from an Audi U.S. spokesperson who said in an e-mail to Yahoo! Music, “The video referred to is not an advertisement,” but stopped short of explaining what then, if not a commercial, the video is. The representative added, “Also, this does not involve Audi of America. The video was not shown here in the U.S.”
For reference, here are the two advertisements in question, starting with the original by Chrysler:
The new take offered by Audi:
Stay tuned as new details emerge on the developing situation.
References
1.’Eminem sues Audi…’ view
2.’Audi responds to…’ view
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