Neil Christie, managing director of Wieden + Kennedy in London, is a hawk for any advertising that resembles anything his agency has done. Nine months ago, he dug up a Singapore ad that had a bread-making sequence he found eerily similar to some food porn that Wieden did in the Middle East. Needless to say, many dismissed Christie as a crank. He's undeterred. Today, he's putting the ripoff label on a print ad for Sure deodorant that shows a cricket player pointing his bat at the viewer with the tagline, "Not without a fight." As it happens, Wieden used the same line a year ago in a Nike ad featuring English rugby players looking rather menacing on the cliffs of Dover. It's anybody's guess whether the Unilever brand knowingly ripped off Wieden or some creatives simply subconsciously absorbed the image and message (that is the point of advertising, yes?). But Christie does seem to have a better case this time around.
—Posted by Brian Morrissey