kohler, wisc.-based kohler company is running a :30 spot that looks and feels very, very familiar. that’s because it’s a veritable rip-off of apple’s iconic ipod/ipad/iphone ads crafted by tbwa/chiat day. watch the spot below and see for yourself. this is how you do it: show the features of the product in a very animated way, set the product before a colorful backdrop, and set it all to some catchy, original music (the tune is “i know it ain’t cool” by caroline & the dust). it sure sounds and looks a lot like an apple ad, doesn’t it?
that said, it should come as no surprise that the kohler ad pulled a respectable ace score of 657 in an awareness test conducted by ace metrix as reported in adweek. hmmm … i guess imitation really is the sincerest form of flattery, in addition to being really profitable! just ask orbit, who agencyspy reports ripped off johnny cupcakes!
I guess I’m never going to be able to set a silhouette against vivid colors again. I’ll also be certain to cue up only boring music.
The ipod campaign was not unique in its use of color but in the stark contrast of the headphones against the person. You needed those white headphones to be hip.
well said, jac! but while not silhouetted, the product is set before a colorful background and the entire execution, as a whole, is still very ipod-like.