reporting a theft

The crime:

The original:

We believe we may have tracked down a suspect. Evidence on YouTube points to the oddly named Batey Ads of Singapore.

This isn't a case of 'inspired by', or 'referring to' or even 'hommage'. It's just bloody copying our ad. Poor show. Anyone out there know anyone at Batey? Can they confirm that Batey did this work and do they know why they so obviously ripped us off?

33 thoughts on “reporting a theft”

  1. Some might say your ads have a similar feel to the M&S food ads? and anyway its all cooking/food porn at the end of the day and non of you do it quite as well as Nigella.

  2. I knew someone would say something like that. But this isn’t just a ‘similar feel’; they’ve directly copied shots from the ad and recreated them in a slightly crap way.

  3. That is nothing. The beer commercials in Singapore are worse offenders. A local beers ad campaign from a while back is a direct lift of a UK beer ad where a journey from the bar to table in a crowded pub mirrors the football commentary.

  4. I think the copying runs much, much deeper then anyone feared – they also appear to use flour and water to make their bread.

  5. Lurpak ad first aired march 07. Batey Ads won Qatar airlines Sept 07. I think ours came first. (Unless this was the old campaign from the previous incumbent.) But good point from Chuck about the fact that the Qataris have stolen OUR bread recipe.
    It’s all a bit like those knock-off designer bags and watches that they probably sell in singapore markets.

  6. I see a lot of this. There are definitely similarities here but I wouldn’t call it copying. While creatives will, no doubt, argue, there are only so many ways you can show bread being backed. I label this a coincidence.

  7. Your formula seems to be:

    Deep voice american movie guy + script that talks about bread = advert about DANISH BUTTER.

    er… do you think anyone who watches this ad actually remembers who it was for 24 hours later? You’ve probably achieved a 0.2% increase in purchases of rustic loaves in south england for october 2008. Well done!

  8. sorry but you have no case. slow-motion macro food porn shots have been done to death. so what they used similar angles. your voiceover and copy are miles away from theirs and far better, too. tons of superfluous words in theirs.

  9. those guys are lying. everybody knows airlines don’t have a kitchen on board. and the food comes in before the order does. it’s not five star, it’s just faster.

    now, if they don’t have the same respect for food, how are they copying you?

  10. Um..it may not be a big deal but you do realise you have copied yourselves via the network. You could say WK London got inspiration from WK Portland and the HIGH LIFE CAMPAIGN. Why not show both those together and see how they feel? not that it is a bad thing. It’s good.

  11. I don’t think they steal the idea. Food porn is often used by not very creative agencies. Especially, Chinese food or drink ads, 99.999% shows somebody drinking the product or a slow motion of food running across the screen. SUCKS!

    G

  12. Steve Hall – a few facts. Results on the campaign were excellent. Broke all of the client’s tracking norms and helped take Lurpak to leadership position. In the first half of 2008 Lurpak, the UK’s number one selling butter and spreads brand, increased its lead over its nearest competition by over £30 million.

    And Rutger Hauer is Dutch, not American.

    The High Life reference is a fair point and we would ackowledge that influence. Maybe I should get my coat now.

  13. This is what we think…

    Steve Hall – a few facts. Results on the campaign were excellent. Broke all of the client’s tracking norms and helped take Lurpak to leadership position. In the first half of 2008 Lurpak, the UK’s number one selling butter and spreads brand, increased its lead over its nearest competition by over £30 million.

    And Rutger Hauer is Dutch, not American.

    The High Life reference is a fair point and we would ackowledge that influence. Maybe I should get my coat now.

  14. This also came to mind…

    I knew someone would say something like that. But this isn’t just a ‘similar feel’; they’ve directly copied shots from the ad and recreated them in a slightly crap way.

  15. Oh yeah, that reminds us…

    Lurpak ad first aired march 07. Batey Ads won Qatar airlines Sept 07. I think ours came first. (Unless this was the old campaign from the previous incumbent.) But good point from Chuck about the fact that the Qataris have stolen OUR bread recipe.
    It’s all a bit like those knock-off designer bags and watches that they probably sell in singapore markets.

  16. A lot of the work done in Singapore is ripped off or derivated from past overseas work or from award books.

    The worst offenders are not the locals but the expatriate creative staff that came to work in Singapore from overseas.

  17. These are the bad apples who resort to recreating good overseas spots because they can’t or won’t want to use local cultural flavours in their ads because they don’t understand the Asian markets.

  18. The unwritten rule of advertising – don’t steal from advertising.

    Of course it’s OK to “borrow” from movies and the art world. Just ask fischli & weiss. 😉

  19. Pathetic effort to blow hot air up your own skirt. The ideas are entirely different. The products are in different hemispheres. Your argument is nothing but a creative wank. If your ad were a good ad, even still you could not justify this ridiculous attempt to discredit another agency. Stop being so f*ing precious. You’ve both used close ups of food. So have
    McDonalds, Burger King, KFC and countless others. If you wish to point fingers, consider this fact first. What an immature argument.

  20. Living in Austria, I don’t see the same ads as you do, so for me there are two possibilities:

    a) There are a lot of ads around food and related issues done in the way the Lurpak ads are done. As that’s definitely not the case where I live, I’d be happy to see some links to them, honestly.
    Or
    b) If that’s not the case I’m seriosly shocked about the fact that nobody here sees a blunt attempt to copy the storyline, tonality, the whole voice of the spot. Of course, they couldn’t copy the insight which eventually kills their story in the end, but there IS a difference between a McDonalds close up and the Lurpak spot. And if the replies denieing that come from creatives I’m even more worried.

  21. i’m surprised Lloyd Grossman and Miller High Life don’t have a blog accusing you guys of ripping them off. (both circa 2003/2004 if you cared to know)

    Take one teaspoon of:
    http://www.youtube.com/watch?v=_Lb28iZKHJc

    And mix it with a bit of:
    http://www.youtube.com/watch?v=VkhR_rXeZ-s

    and voila! You have yer Lurpak ad, you betcha!

    Maybe it’s best to stop complaining and focus on doing the award winning work you guys are/used to be famous for.

  22. This would not have happen”ed” if Ng Tian It did not leave Batey for Lowe China. He would not have let such a lame idea thro’ in the 1st place. Last words he said to me before he left Singapore for China is, “Stay Hungry”. And honestly, these ads don’t make me “Hungry”.

  23. aiya, why so negative??

    can you show that this Lurpak TVC was the 1st commercial to use slow mo food shots with dough, water, flour and egg etc??

    i bet you can’t 😉

    besides, the 2 ads have such different feelings, one is warm and gentle, the other is more macho and hard!!

    dont be so mean la….. its like saying, any shampoo ad that has a hot chick swinging her hair is a copy ad.

  24. Were you having a bad day Neil? I actually look forward to reading this blog via RSS daily, and a post like this is quite a departure from what I’m accustomed to seeing here.

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