Peking University Mange released a video saying that he would license the copy for free
Peking University Mange released a video saying that he would license the copy for free. The statement also emphasized that after the release of the previous video, soon After receiving the statements and apologies from Audi and Shangsi Advertising, as well as Mr. Andy Lau's response, Peking University Mange released a video stating that he would license the copy for free. Peking University Mange released a video stating that he would authorize the copywriting for free 1
In the early morning of May 25, Douyin blogger "Beida Mange" with more than 4 million fans released a video again, saying that he had accepted Audi and Shangsi The heads of the two advertising companies apologized face to face. At present, the three parties have reached an agreement. Brother Man licensed the copywriting of his Xiaoman works last year for free, saying, "I did not receive money, and commercial demands were never my purpose." < /p>
"Beida Mange" clarified that the first sentence of the poems that appear in Xiaoman's works is indeed the original sentence he quoted from Mr. Zeng Guofan, "Of course he also quoted from the ancients." But the next three sentences were indeed written bit by bit. Finally, he hopes that this matter will come to an end and he can return to his own life.
On the evening of May 21, "Peking University Man Brother" released a video saying that Audi's new advertising film "Life is Little Man" co-operated with Andy Lau involved plagiarism of his video copy. "Peking University Mange" stated in the video that his original poems and copywriting were released in the Mid-Autumn Festival of 2018, May 2020 and 2021 respectively, much earlier than the release time of Audi's new commercial, and posted a sentence-by-sentence comparison video .
According to incomplete statistics, the video has over 100,000 likes and retweets on the WeChat video account, over 4.55 million plays and over 10,000 likes on Audi’s official Weibo account, and over 10,000 likes on Andy Lau’s Douyin. 5 million.
Audi advertising involved plagiarism? One stone stirred up waves, and public opinion targeted this luxury car brand.
On the morning of the 22nd, FAW Audi issued an official statement to apologize, saying that the video was reported and executed by the creative agency M&CSaatchi (Shangsi Advertising) in line with the principle of not avoiding the issue. , has ordered it to deal with the infringement situation of the copywriting involved as soon as possible and give the public a satisfactory answer. At the same time, before the facts are officially clarified, Audi's official channels will completely remove the video.
In addition, Shangsi Advertising also issued a statement stating that during the development process of video content, due to the team’s weak copyright awareness, it directly used Douyin blogger Beida Mange without communicating with the copyright owner. The copywriting content in the video about "Xiao Man" has caused huge inconvenience and trouble to Mr. Andy Lau, Peking University Man Brother, and the FAW Audi brand. We deeply apologize and sincerely apologize to the original author. Shangsi Advertising promised in its statement that it would do its best to compensate for the loss to the original author. Peking University Mange released a video stating that he would license the copy for free 2
In the early morning of May 25, Peking University Mange issued a statement through social media to respond again to the Audi plagiarism incident.
Peking University Mange said in a statement that the three parties have reached an agreement to license the copywriting of Xiaoman’s works last year for free, and stated that he did not charge money and that commercial demands were never his purpose. He expressed the hope that this incident would make people pay more attention to content and originality, which would be an incentive for all content creators.
The statement also emphasized that after the release of the above video, statements and apologies from Audi and Shangsi Advertising were quickly received, as well as responses from Mr. Andy Lau, and the heads of the two companies also had a face-to-face meeting The apology was very sincere.
Event review:
On May 21, FAW Audi’s video advertisement "Life is Xiaoman" during the "Xiaoman" solar term caused controversy. Starring Andy Lau, the relevant copy expresses thoughts on the solar term "Xiao Man". The video attracted a lot of attention and retweets.
On the evening of May 21, the short video blogger "Beida Man Ge" with 3 million fans issued a statement, saying that "almost the entire advertisement was intercepted from his own post on May 21, 2021." A video copy about "Xiao Man" was released, and the poems in it are original named poems written by him."
On May 22, Audi publicly apologized for the matter on its official Weibo, admitting that "due to ineffective supervision and lax review, it has caused trouble to Mr. Andy Lau, Peking University Mange and related parties." The statement stated that the video was reported and executed by the creative agency M&C Saatchi, and Audi has instructed the company to deal with the infringement of the copywriting involved as soon as possible. Before the facts are officially clarified, Audi's official channels have completely removed the video.
Andy Lau later also posted a message on his official fan club "Wa Tsai World", expressing his position on the matter: "I respect the originality 100%. In this incident, I personally deeply regret the problems that occurred during the creative process of the advertising team and the trouble caused to Man Ge. "Peking University Man Ge released a video stating that he would license the copywriting for free 3
After experiencing the copywriting copyright dispute, Note that the controversial Audi "Life is Full" commercial is expected to be back online three days after it was taken off the shelves.
In the early morning of May 25, Douyin blogger Beida Mange released a video stating that the three parties had reached an agreement and were willing to accept the apology from Audi and Shangsi, and had licensed Xiaoman’s work copy to Audi for free.
"Yes, I did not receive money. Commercial appeal is not my purpose. I hope this incident will make people pay more attention to the original content." Peking University Mange called on everyone to pay attention to intellectual property rights in the video. And emphasizing commercial appeal has never been his purpose. He hopes that this incident will make people pay more attention to content and originality.
This video announces that Peking University Mange, the original author of the copywriting, has quickly reached a settlement with Audi and the advertising creative agency. After obtaining the authorization from the original author of the copywriting, he has experienced several twists and turns. Audi's "Life is Full" commercial is expected to be re-released.
On May 21st, FAW Audi teamed up with Andy Lau to launch the commercial "Life is Little Full". It attracted much attention as soon as it was released. By 9 a.m. on the 22nd, this advertisement only had the number of likes on Andy Lau's Douyin. It has been used more than 5 million times.
According to analysis, the reason why the advertisement has the potential to dominate the screen is that it combines seasonal solar terms, cultural imprints and current social emotions. Through Andy Lau's peaceful self-narration of "Life is a Little Full", it reflects The Audi brand wants to promote a future-oriented brand attitude of "not being complacent and not knowing enough." The wonderful copywriting coupled with Andy Lau's restrained expression of "taking things lightly" are impressive.
However, at 23:00 on the evening of May 21, Douyin blogger Beida Mange released a video, saying that the copywriting in the Audi "Life is Little Man" commercial is highly similar to the copywriting of the video work released last year. Audi Caught in the "plagiarism scandal".
At 10 a.m. on May 22, the Audi brand quickly issued an official statement: Due to ineffective supervision and lax review, it expressed its sincere apology for the trouble caused to relevant parties, and The controversial video was immediately removed from the shelves.
On the afternoon of May 22, Xiaoman Advertising Creative Agency apologized to the original author for its lack of copyright awareness. Many media reports show that the director Peng Yangjun who shot this advertisement has other works involved in plagiarism.
On May 25, Mange from Peking University released a video stating that the three parties had reached an agreement and had licensed the copy of Xiaoman’s work to Audi for free. This copyright dispute came to an end.
Industry insiders analyze that as a big brand, Audi should undergo strict review during the process of shooting commercials. The occurrence of such a huge flaw in the copywriting this time shows on the one hand the growing trend of plagiarism in the advertising and creative industry. On the other hand, from a technical perspective, it is much more difficult to “check” for plagiarism in video content than it is to “check” for text. The intense discussion triggered by Audi Xiaoman's video highlights various issues under today's intellectual property protection issues and reflects that this road is still long.
From this perspective, if Xiaoman’s video content is put back online, the very meaning of its existence will become a warning beacon for intellectual property protection. It will always remind people to continue to pay attention to the protection of the intellectual property rights of content creators and have a high degree of respect for original content. If Audi can start with Xiaoman's video, deeply reflect on this incident, and actively promote the construction of more rules and regulations regarding intellectual property rights in the entire industry, then the value of this video will far exceed the brand advertising itself.