truth from villar’s ad agency on “scroll”, the plagiarized tv ad from an argentina tv ad
Ad agency defends Villar ‘Scroll’ ad
abs-cbnNEWS.com | 04/07/2010 10:55 AM
MANILA, Philippines – The ad agency of Nacionalista Party standard-bearer Sen. Manny Villar on Wednesday defended its “Scroll” TV ad, which has been widely compared to the “Truth (Upside Down)” political ad of Argentinian candidate Lopez Murphy in 2006.
In a statement, TBWA\Philippines admitted that it adapted the Villar ad from the Argentinian politician’s ad. The agency said it belongs to a worldwide network of ad agencies and that many of its ideas for ads have been adapted in several countries. Among its ideas are ads for adidas, Pedigree, Absolut, Apple and Nivea.
“The fact is, many ideas of the local agency have been adapted in many countries in our network, the most recent of which is the work it had done for Absolut vodka. That’s how powerful ideas become even more powerful,” the agency said.
It added: “While the ad format was adapted from The Truth ad by TBWA\Argentina, the message is genuinely Manny Villar’s. And it hopes to inspire a country deeply steeped in hopelessness, negativity and cynicism.”
The agency said that while the local adaptation of the Murphy ad has generated positive feedback, other sectors have used the ad to attack the Villar campaign.
“From the outset, the adapted format was made known to our Client. The agency did not conceal the truth. That’s the truth. And nothing but the truth,” it said.
there are few truths that came out from the above.
- one is that as we had guessed, Santiago/Puno/Mangada/TBWA is the ad agency of manny villar in the philippines. (read here: did the manny villar campaign plagiarize a Cannes Lions award winning argentina tv ad?)
- villar knew it came from argentina. apparently, they had told villar about it. so we can assume villar approved of the plagiarism
that is it. there are other things but not all of the truth came out.
- we do not know if it was plagiarized or not. the ad agency did not confirm that they paid royalties or that they secured the permission of the argentina client to use the ad here in the philippines.
- it’s not enough that the ad is within the network, they need to ask for and be given permission to use the ad in the country. it is not for the ad agency to give permission for its use, it’s the client’s. in this case it is the presidential candidate in argentina.
on other matters:
- the ad agency mentioned they have ads they developed in the country has been used in other countries. that is true BUT these are the same client in different countries. for example, absolut argentina and TBWA argentina (or any other country) can use an ad developed by TBWA philippines for absulot philippines. it does not happen that another client of TBWA argentina, let us say adidas argentina will use an ad developed by TBWA philippines for absolut philippines. ad agencies who will allow things like these will be fired by the clients.
until the next villar tv ad, then.