Deja View: This leaves a bad smell
A few years ago Campaign Brief Asia regularly ran a section in the magazine called “Deja View”. It was extremely popular and we had a bit of fun with it. CB Asia is resurrecting it today as we couldn’t believe our eyes when these two commercials popped up in our inbox.
Now if you are going to resort to copying an existing ad we would have thought that the first rule, in fact the only rule, is to make sure your ad better than the one you are copying. Clearly the creators of this Colgate Toothpaste spot have failed miserably when they set out to copy a Dentiste Toothpaste spot from Thailand.
Jeh Bangkok’s work for Dentiste ran in Thailand and Hong Kong in 2004 and won it Silver at AdFest, an award at the Spikes, and was accepted into The Work – so it was fairly well-known internationally. The Colgate spot is new this year and is apparently running in The Philippines and Vietnam – it is almost a shot-for-shot remake of the Dentiste spot.
View the Dentiste spot.
View the Colgate spot.
Apologies for the quality of the Colgate spot but the only version we have was captured on a mobile phone.
Unfortunately, we don’t know which agency is responsible for the Colgate copy. Do you?
5 Comments
sometimes this happens by coincidence.
sometimes it is premeditated.
let’s just be careful how we comment.
this industry is already negative, and full of back-stabbing and finger pointing.
Colgate’s worldwide agency is Y&R
This does seem to have a smell about it. The director has almost gone shot for shot.
Obviously Jureeporn must be furious.
Yes the industry is full of negativity and back-stabbing but maybe it is justified in this case. This is a very blatant copy. No question.
ha ha ha