Trevor Beattie and BMB have just produced a new commercial for French Connection, and it has created a bit of a stir.
In part this is because scantily clad women fighting, sweating and snogging is always guaranteed to get middle England writing in to complain. But a behind the scenes debate is also raging, because this isn't a new idea.
The commercial is based on a Groovecutters video from last year. Well 'based' is maybe a little generous: it is exactly the same apparently - same setting, action, actresses, styling and director. All that's different is the music. Not surprisingly, this has rather pissed off Grovecutters, who were never asked if they minded someone else using their idea, or even told it was happening.
And the big question? Is this creativity or theft. The agency will obviously argue the former: cultural appropriation is one of ad lands main tools of the trade. But to do so lock, stock and barrel is rather like the burglar arguing he should be let off because he was clever enough to get into a locked house methinks.
So far, I've not found one creative who knows the genesis of the idea and isn’t shocked.
To make up your own mind, check out the Groovecutters website and see if you can spot the difference