Is Audi’s New A6 Avant Commercial Ripping-Off Chrysler?

One of the most talked about and remembered commercials from this year’s Super Bowl was Chrysler’s two-minute-long “Imported From Detroit” commercial, which had rapper Eminem touting the brand’s (and Detroit’s) resurgence. Could Audi be capitalizing on Chrysler’s success? It seems so, as a new advertisement the German automaker showed in Berlin earlier this month is almost identical is both cinematography and soundtrack to Chrysler’s creation.

Audi’s spot shows the 2012 A6 Avant driving around Berlin, with shots of the car driving, the driver, and the cities buildings (including an almost identically-lit theater), all of which seem as though they were lifted directly from the Chrysler advertisement. Both commercials end with the driver pointing at the screen: Chrysler’s with Eminem pointing to declare that “This is the Motor City, and this is what we do,” Audi’s with the driver locking the car.

Further cementing the notion that the Audi ad is taken directly from Chrysler’s is the soundtrack, which is an instrumental track that sounds almost identical to the Eminem song “Lose Yourself” that the American commercial was hinged upon.

Eight Mile Style, the company that licenses out the rappers songs, can’t believe the Audi commercial, telling the Detroit Free Press “it has to be a joke.” It has since filed a motion in a German court to put an end to the ad, saying that it infringes on copyright laws and is seeking damages from the German company.

Chrysler is not part of the suit, but is aware of the commercial. Audi will not be bringing the A6 Avant to the U.S., and there is no intention for the ad to be shown here.

Make sure to check out the two ads below, and let us know what you think in the comments section -- did Audi steal Chrysler’s commercial? Is Ingolstadt’s new campaign actually imported from Detroit?

Source: The Detroit Free Press

Click here for video

Click here for video

Jura
I just saw the new Cadillac commercial.... Its a Complete RIP Off the old BASF commercial!?!?! The one where it say; we don't make --- we make --- better... WTH... Is the Marketing and Advertising companies lost all of their Creative Juices that they have to go RIP OFF Others work... Pathetic and SAD>>>>
motown
To say that it is a total rip off is to not have even reviewed both sides. Eminem is a douche. The chrysler ad is fantastic, but should use his music only and not use him as something to "look up" to... sure the guy is worth millions, but hes still a moron. gimme a break! your are not a warrior, ur a fn rapper with $100million + in the bank... quit playin like you are all hard core! wtf.
Mnchstrmik
Total ripoff..
G
I would agree with both other comments that the commercial itself is not a copy. How many car ads to you see where the car is driving through an urban area... in parking garages... past a theater... on deserted city streets... and so on. The part that I think is going to be difficult to get past is the soundtrack. No, it is not identical, but if you play the two videos simultaneously with the guitar parts together it is strikingly similar. The first time I saw the Chyrsler ad, the hairs stood up on my neck from the sense of American pride, (even thought that re-badged sebring is a piece of poo) but the Audi commercial did not have the same effect.
Dean
I agree with James - while similar, it's definitely not a copy. I feel like this is a case of "inspired by" as opposed to "a tribute to", if that makes sense.
James
I saw both. Simlar feeling, but can't say it is copy. It just show how strong Chrysler ad is. I don't think there is enough cause for lawsuit.

New Car Research

Find reviews, photos & pricing for:

Chrysler 200

Audi A6

our instagram

get Automobile Magazine

Subscribe to the magazine and save up to 84% off the newsstand price

subscribe

new cars

Read Related Articles

TO TOP