Touch – MyPlan and a question of inspiration*
By Admin I : It’s so classical from us Lebanese to dig into finding copycats of a successful work because simply we have this huge complex that’s constantly stopping us from crediting creative work. It’s a classical Lebanese convention as well, to copy, and only lift the aesthetic value of the work since it’s exactly what we do best: we do not design, we ‘decorate’.
We were really counting till ten before judging the links we received claiming that the ‘Touch’ campaign is a copycat; we tweeted, shared and asked for feedback on whether the limits of inspiration are overlapping with copycatting in a way, and most responses weren’t very convincing.
Guys, the dollhouse idea and the one shot commercial is not really new, it has been there for a long time, done for several purposes, and since the ‘Touch’ ad is such an eye candy, we refused to judge it as a copy simply because it was based on a concept (in a new world) and not a floating visual idea that’s forced into something else. That was when we received the ‘Zain’ commercial, knowing that ‘Zain’ and ‘Touch’ are practically one company (one manages the other or something like that). But guys, ‘Carrier Air conditioners” is just way too similar, especially the ending part.
While some called it a ‘Remix’ job (check this link) and insisting on the very well done ‘Touch’ ad, others still can’t but discredit JWT Beirut, and that’s enough proof on how things go in the advertising field in Lebanon, as said by our dearest tweep: ‘when it’s good it’s great and when it’s bad you’re fucked!”