Inspiration or Mis-appropriation?
Well, the newest addition to the Bravia line-up has been sweeping the interwebs for the last couple of days. Rave reviews, and sheer hatred can be found without much trouble. But what many people are missing out on, or just learning about, is the suspicious circumstances surrounding the idea for "Play-Doh". It turns out that a pair of LA-based artists, Kozyndan, sent the production company a sample of their work a few years back, including the image above of cartoonish bunnies taking over a city street.
And that was all she wrote…until the Bravia ad. Kozyndan had no involvement in the newest Bravia ad. Here are their thoughts on the ad:
To add insult to injury, someone from Passion Pictures contacted us
almost two years ago asking to see samples of our work (including this
panoramic) as they were interested in working with us. We sent them
samples and then heard nothing from them ever again. (It should be
noted though, that the more likely culprit is the ad firm who hired
Passion Pictures, Fallon.)
This, of course, begs the question that’s come up before in advertising, art, and almost every other creative endeavor. Where do we draw the line between inspiration and mis-appropriation? At what point does a simple still image, like Kozyndan’s bunnies in the city, take the leap from something that sparks an idea – and probably doesn’t require permission or payment – to the basis for an internationally viewed and hyped commercial? Sony certainly isn’t short on money, especially taking into account the production costs for a spot like this. Fallon will probably have a tough time claiming that they were unaware of Kozyndan’s work.
So, whadya think? Where does that line get drawn in the sand? Do we run after Sony or Fallon for this one? Or is this just hype getting blown out of proportion…after all, it was just a single still image?
Technorati Tags: beyond madison avenue, core77, gizmodo, bravia, kozyndan, fallon, sony
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[...] Visto en Beyond Madison Avenue [...]
[...] We’re obviously not the only ones who have some questions about Sony’s new Bravia spot. AdRants also posted about it as well. And apparently, they’re a little better at stoking the fires than we are, because they got a response from Sony:There is suggestion that there is a similarity between an illustration by Kozyndan and the new Sony BRAVIA ‘Play-Doh’ advert. Sony would like to stress that the advert conception, creative and final animation is not based on any pre-existing artwork. "Sony Europe, its agency Fallon, production company Gorgeous, and animation company Passion Pictures, assert that the wave, whale and bunnies were arrived at without reference to these artists. In the original script, the rabbits were one of many creatures to cavort around a cityscape. In fact, the location was only finalised shortly before the shoot. The final creative, led by Juan Cabral at Fallon and director Frank Budgen at Gorgeous, was chosen to champion the brand and best reflect ‘colour.like.no.other’. Sony enjoys working with experienced and talented creatives and all involvement in a campaign is always credited. Like AdRants’ reaction to it, I think I’m gonna have to call BS on this one:Dude. They used the same color and shade palette for the bunnies. Are you going to tell us that the Kozyndan team and Passion/Fallon fell asleep and had the same fucking dream?This, folks, is one of those moments that can shape your brand. Yeah, you never wanted the media coverage crying out that your latest coup de gras was stolen from someone else’s work…maybe you didn’t even know because it all happened behind the closed doors of your agency. But right, here, right now, is one of those moments that some of your consumers will remember. How does your brand stand on it’s own in the midst of controversy? I’m going to venture a guess that statements reeking of BS aren’t the best solution. Technorati Tags: beyond madison avenue, sony, bravia, play-doh, fallon, kozyndan, adrants, bunnies Sphere It [...]
similarities????
RIP OFF!!!!, pure and simple; you little creatives should be ashamed of yourselves, you must have tiny creative appendages – whichever way you skin it you ripped someone else off. Be inspired by something you see by all means – reinvent it, better it, reversion it, hijack it (Except you banksy, you should stop – not called banksy for nothing) Instead of bunnies in New York, do it with hippos in Quito if you have to, that’s if you still haven’t got that much talent. Kozy and Dan ripped off the Japanese wave after all but made it funny, cartooned it up, altered it to a degree that leaves the original with its ’image’ in one piece. But to be paid top dollar as a creative just to mimic someone else’s art work for a corporate brand and product and then release press statements saying hand on heart "we never saw this other artwork, there may be some ’similarities’…. I mean COME ON!!!!!! Sack ‘em.
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[...] have to admit, I’m a pretty big fan of the Sony spots, even including the momentarily controversial play-doh spot. When I first saw the clips on YouTube hyping this new spot from Sony, i have to say [...]