 Sometimes, the borderline between plagiarism and a creative process blurs. After all, some may claim that the two mutually help each other grow in the process of maturing civilization. That grand idea aside, however, these three ads are simply pushing the limits to an unbearable extent. From left are a pilot print ad of Lotte’s Scotch Blue Whiskey, its final version and the Louis Vuitton ad that the two apparently took a great deal of motif from, to say the least. |
By Jane Han
Staff Reporter
Sean Connery's latest ad campaign with Louis Vuitton is labeled simply sexy and suave. Relaxing on a beach in the Bahamas, the iconic actor looks downright good ― so good that Lotte Chilsung decided to finagle a chunk of this creativity for its new print ad.
The leading South Korean beverage and liquor maker launched its new ad blitz last month under the theme ``Men's Journey.'' In it, a male model rests on a stack of travel luggage on a wooden dock, holding a fishing rod in one hand and a bottle of Lotte's new Scotch Blue Pocket in the other.
The image also features a sizeable carryall bag, map, camera and sunglasses ― all highlighted as must-haves for a man's trip.
The overall look and feel of the ad is cohesive and appealing, but one problem: It's a striking look-alike to the Louis Vuitton visual, which was released almost a full year earlier as part of the luxury label's major high-profile ad campaign.
In the European original, Connery is seen propped on a wooden landing on a beach, with a waterproof version of Louis Vuitton's classic Keepall travel bag lying in front of him.
The legendary star is holding no fishing rod, but it's clear that he's also in the middle of a journey before observers even get a chance to read the tagline right beneath the image that reads: ``There are journeys that turn into legends. Bahama Islands. 10:07.''
Essentially, Louis Vuitton is saying its Keepall bag is all a man needs on the road, while Lotte tries to imitate the carefree nature by fronting its new whiskey as the absolute necessity.
But the Korean firm doesn't like the word ``imitate,'' as it shrugs off accusations that Lotte ripped off Louis Vuitton's creativity.
``It's common practice for companies to get inspiration from other examples, so it's unreasonable to claim that our ad is a copycat of Louis Vuitton's,'' said Sung Ki-seung, a Lotte Chilsung spokesman. ``The only thing similar is the concept.''
However, a copy of the liquor company's tentative ad says the opposite.
The draft piece, which was mistakenly released earlier to a few media outlets, is almost identical to the French version ― even down to the Louis Vuitton Keepall bag.
But Sung argues that the final draft has been ``drastically modified,'' and that Lotte has done nothing to infringe upon another firm's intellectual property rights.
Louis Vuitton Korea couldn't be reached for comment Tuesday.
Korean firms have often been implicated in plagiarism accusations in the past.
LG Electronics, for example, was accused of copying a Mitsubishi Motors' print ad in 2006, but no legal steps have been taken by the Japanese firm.
According to the Korea Advertising Board, companies accused of plagiarism are subject to penalty only when the original creator files a request for review.
jhan@koreatimes.co.kr
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