Competition in the marketplace is always there, in every area you look. Retail (as in clothing lines), industrial design (as in home appliances), automotive design (as in car features), and consumer services (as in home security)—the list is endless.
Thing is, is it all original? Of course not. Competing advertisers compare their products and/or services in subtle and not-so-subtle ways through images and/or verbiage. Advertisers feel they need to stay current and are not above copying ideas. Sometimes the presentation of an idea can become blurred in the minds of the viewers as to which advertiser did it first.
And the competition doesn’t have to be in the same category. It can be competition just for your attention, regardless of the message. If it worked for them, it can work for us—can be the attitude.
We pick up on similarities among TV ads because the ads themselves are not only in-your-face, but also because they repeat so often that you get second and third impressions, seeing things you might’ve missed the first time around.
For me, I enjoy the entire medium. Sure, some commercials are grating in their delivery—especially local ads. But every now and then you see a gem, or maybe a series of them that catch your eye.
Back in April of this year, ads for Spectrum started showing up with a cast of classic “monsters” appearing in everyday situations among the normal citizenry. Spectrum, as you may know, is now the umbrella cable company under which are such entities as Time-Warner, Charter Communications, and Bright House Networks. The first in the series (top left visual) has four deadly characters riding a subway car: a mad scientist, a mummy, a werewolf, and the Grim Reaper.
They way the ad runs, nobody pays any attention to the characters. They’d already been integrated into society.
What makes the ad (and the rest in the series) work so well is that the characters gripe about issues that aggravate all the rest of us, including problems with TV reception: Spectrum, being a cable company, is taking a swipe at satellite providers. And here, the Grim Reaper has received a text message on his cell phone from his kids that the satellite dish has corrupted the signal at home. If you haven’t seen how the commercial ends, I won’t ruin it for you.
The ads were conceived by an independent, little-known ad agency named Something Different, located in Brooklyn. And kudos to that bunch because the ads are by far the most refreshing departure I’ve seen in years. Apart from the aforementioned characters, the cast includes the werewolf’s wife, a demon and a vampire couple.
Another in the series has some of the characters playing charades (bottom left visual), while in yet another the werewolf parents are meeting with their son’s teacher.
One of the ads that ran this past summer has the demon and the werewolf under a child’s bed (top right visual). To be honest, this particular ad doesn’t quite fit the mold of the others in the series. Here, the monsters portend horror, but the child is just irritated.
So, anyway, last week a commercial for Progressive Insurance showed up with the same format (bottom right visual), with a demon under a child’s bed. The reference is so blatantly obvious, the context and timing so close, that Progressive had to have copied Spectrum’s ad.
I suppose imitation is the sincerest form of flattery, but plagiarism is the surest way of getting sued.