Apple's gone and done it again, right? First the creative forces inside Apple deem it okay to allegedly copy an older Lugz commercial and pass it off as their own. We've already talked about it here and I shrugged it off as a possible Collective Unconscious story - as it could be a possibility. Then I went a bit further and tried to grasp at straws and talk about how this could have been some deeply planned marketing ploy.
Now Apple has gone and released a new Intel commercial... that is an almost 100%, shot-for-shot, duplicate of the 'Such Great Heights' video for The Postal Service. Is lightning going to strike twice?
At first, when viewers found out that the commercial was potentially a rip-off, people were a bit upset. But those feelings quickly subsided when it was told that the same filmmakers made both the video and commercial, so then it was kinda okay. Now Ben Gibbard, of The Postal Service, has released a statement on The Postal Service's official web site:
It has recently come to our attention that Apple Computers' new television commercial for the Intel chip features a shot-for-shot recreation of our video for 'Such Great Heights' made by the same filmmakers responsible for the original. We did not approve this commercialization and are extremely disappointed with both parties that this was executed without our consultation or consent. - Ben Gibbard, The Postal Service
Oddly enough, days after fingers started flying in Apple's direction, The Postal Service video (the one immersed in the controversy) magically appeared on the iTMS and was promoted on the front page of the site in one of the big three rotating banners at the top of the page. And now, when viewing the most popular music videos, guess who's number one... that's right, The Postal Service (coincidentally, Eminem is number two with a video from his Greatest Hits cd).
I don't think that Apple is copying people. I think Apple, and the other parties, are planning these "altercations" out and allowing the media, bloggers and whoever else to create the buzz for them. In both cases, the commercials weren't pulled off the air like they probably should be if there's concern for a lawsuit or further damage to a brand's reputation.
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