I find it so interesting in this newer world of "amateur" marketers being so prevalent - very often I'll see TikTok comments of "so-and-so did this first, credit the content." Meanwhile, in the world of professional marketing, it's often known that there are few new ideas under the sun. "Copying" an idea is often accepted and there are trade websites/databases dedicated to getting ideas from other entities. Seminars have entire brainstorming sessions to exchange ideas that have worked for other companies, etc. I know influencers depend on going viral and being thought of as unique.... in reality, though, they are rarely that. It doesn't make them less creative or brilliant, just not necessarily the only person to have ever thought it before.
I totally agree. Every once in awhile I see a comment on another nyc mom's tiktok who does "day in the lifes" asking which one of us did it first, implying that one of us is copying the other. I honestly don't know who did it first, but it's not like a day in the life is a proprietary idea. Tiktok itself says it's one of the top five formats they are pushing on their platform and our actual days are totally different. Plus, it's not a bad thing to be creating similar content, this is how tiktok knows who to serve your content to; her followers will possibly be interested in my content and vice versa, and then we both get to grow. It works to everyone's advantage when you are in category of people instead of operating in a completely unique space.
Adding on to this. But first thank you for sharing your thoughts! As someone still embedded in the ad industry (working for a local office of a big network agency out here in Manila, PH), there's a real fine line now when it comes to brainstorming content, big ideas, executions with so many people trying to do it as well (we use to just "compete" with each other!) With platforms like Tiktok and Meta identifying specific formats to push as ad formats, there's really a lot of "similar" content everywhere. I guess if you do not know this, at face value, all you see is "they're the same!" not realizing that this is the intent. It's almost like... different kinds of TV ads we used to just make in the "olden days" - eg. slice of life, product-centric, vignettes, etc. If that makes sense? But maybe what's not so evident for content creators are that admen and women base their ideas on insights that are deeply true and content creators often create from instinct, which make it also true. And I think that's where the intersect happens. So maybe the thought is not exactly unique, but that's cos we're tapping the same truth. Interesting times but sometimes when the campaigns start birthing more legs, i miss the "simpler" times of TV, Radio, Print. 🤣
Yes I agree completely. Everybody loved that ad precisely because it was a shared experience and not unique. As you said, the same truth, which is what ad people have always been tasked to find. I think what makes this more complicated is that if you hit on a truth (the goal), and the ad goes viral (also the goal), you are very likely to be accused of stealing. And if that tiktok creator gets a lot of people to agree with them, it reflects badly on the brand regardless of whether it was fair use. I mean I see new parents making memes and videos that are almost identical to things myself and other mom bloggers were talking about ten years ago, and I do not think they stole it. I think a lot of parents of young kids, particularly if you approach things with humor, are going to have the same thoughts.
Very interesting and kind of tricky territory. Now a days there is an overload of information everywhere so it’s not surprising that ads, designs, songs, clothes, etc. can look similar or the same. It seems impossible to think that you can truly come up with a unique concept that no one has ever seen before. I’m a designer for both corporate graphics and stationery/greeting cards. I often see designs that I think look like mine. I don’t assume people are copying me, I just assume we are all looking at the same trends, especially with 24 hour access to the internet.
It does feel super Black Mirror-y with how all our algorithms work.
Also, I really don’t think the fact of ‘TS bringing dads & daughters together’ is any sort of original thought or hot take. It’s an observation that’s so crystal clear it’s shared by a potentially unquantifiable amount of people. So it’s just not really own-able by one person, like it’s not a concept that’s so groundbreaking it deserves any kind of provenance.
What an amazing read...especially since I have no experience in advertising but I am very aware of plagiarism from teaching college. In some ways I appreciate the algorithms because I know as soon as I click on a product, I will see similar products in my feed and possibly even discount offers if I put something in a bag but do not purchase at that moment. Thank you again for sharing your expertise and how you work as an influence in this complex setting.
This creeps me out on a different level in that people are only getting fed what they read or that continue their current opinion/train of thought. Think of all the teenagers whose minds aren’t challenged or opening but are seeing more of the same. Obviously the same can be said for the division of thoughts in society as a whole.
Great perspective you provide and as someone who has worked with data and advertising its very spot on. So many people are quick to call it "creepy" when they are obviously being targeted ads based on their browsing history or even conversation, but I would consider it efficient. Would you rather be served ads and content that does not relate to you and your interests?
With the volume of content that is being produced and shared on a daily basis it seems like there is no such thing as original ideas anymore. And if you do come up with an idea and someone replicates its....isn't "Imitation the sincerest form of flattery" but no not in a world where everyone is competing to get famous or go viral on social media.
Slightly unrelated, but as someone who has worked in advertising, when I first saw this ad I thought wow this brand is getting away with using the likeness of Taylor Swift and the Chiefs even, without having to pay any royalties to anyone! Which frankly is brilliant. Honestly I don't think Cetaphil owed the creator anything as the idea of bonding with your Dad over football because of Taylor Swift is certainly not unique to her experience and not something you can "own". But you are right unfortunately brand perception is everything and with how easily brands can now be taken down with bad press or a bad experience their hand is almost forced.
As a copywriter on a creative team, I understand how tricky these things can get. We're always looking for inspo and there's a fine line between gathering inspiration and straight up copying an idea. And now that AI is being used so much, of course the same ideas will pop up in multiple places. Really interesting perspective on shared algorithms too. It's not easy for a brand to truly be unique nowadays.
Very interesting take! I saw the controversy online but didn't really form any opinions either way... I feel like many people had been talking about how Taylor Swift had brought a new group of fans to the NFL so I don't doubt that several people could have come up with similar concepts around the same time.
I agree. I think it's also possible the ad creatives or director of the commercial saw Mbabazi's videos while doing research for their ad, so some of their shots were inspired by Mbabazi, but they probably saw a lot of people with similar content so didn't think it was copying anything particularly unique. Directors copy styles all the time and it's not considered stealing. It's how certain film styles become popular during certain eras. Probably the smarter thing for Cetaphil to have done was invite some of the creators who were sharing real life experiences to participate in their spot.
I find it so interesting in this newer world of "amateur" marketers being so prevalent - very often I'll see TikTok comments of "so-and-so did this first, credit the content." Meanwhile, in the world of professional marketing, it's often known that there are few new ideas under the sun. "Copying" an idea is often accepted and there are trade websites/databases dedicated to getting ideas from other entities. Seminars have entire brainstorming sessions to exchange ideas that have worked for other companies, etc. I know influencers depend on going viral and being thought of as unique.... in reality, though, they are rarely that. It doesn't make them less creative or brilliant, just not necessarily the only person to have ever thought it before.
I totally agree. Every once in awhile I see a comment on another nyc mom's tiktok who does "day in the lifes" asking which one of us did it first, implying that one of us is copying the other. I honestly don't know who did it first, but it's not like a day in the life is a proprietary idea. Tiktok itself says it's one of the top five formats they are pushing on their platform and our actual days are totally different. Plus, it's not a bad thing to be creating similar content, this is how tiktok knows who to serve your content to; her followers will possibly be interested in my content and vice versa, and then we both get to grow. It works to everyone's advantage when you are in category of people instead of operating in a completely unique space.
Adding on to this. But first thank you for sharing your thoughts! As someone still embedded in the ad industry (working for a local office of a big network agency out here in Manila, PH), there's a real fine line now when it comes to brainstorming content, big ideas, executions with so many people trying to do it as well (we use to just "compete" with each other!) With platforms like Tiktok and Meta identifying specific formats to push as ad formats, there's really a lot of "similar" content everywhere. I guess if you do not know this, at face value, all you see is "they're the same!" not realizing that this is the intent. It's almost like... different kinds of TV ads we used to just make in the "olden days" - eg. slice of life, product-centric, vignettes, etc. If that makes sense? But maybe what's not so evident for content creators are that admen and women base their ideas on insights that are deeply true and content creators often create from instinct, which make it also true. And I think that's where the intersect happens. So maybe the thought is not exactly unique, but that's cos we're tapping the same truth. Interesting times but sometimes when the campaigns start birthing more legs, i miss the "simpler" times of TV, Radio, Print. 🤣
Yes I agree completely. Everybody loved that ad precisely because it was a shared experience and not unique. As you said, the same truth, which is what ad people have always been tasked to find. I think what makes this more complicated is that if you hit on a truth (the goal), and the ad goes viral (also the goal), you are very likely to be accused of stealing. And if that tiktok creator gets a lot of people to agree with them, it reflects badly on the brand regardless of whether it was fair use. I mean I see new parents making memes and videos that are almost identical to things myself and other mom bloggers were talking about ten years ago, and I do not think they stole it. I think a lot of parents of young kids, particularly if you approach things with humor, are going to have the same thoughts.
Very interesting and kind of tricky territory. Now a days there is an overload of information everywhere so it’s not surprising that ads, designs, songs, clothes, etc. can look similar or the same. It seems impossible to think that you can truly come up with a unique concept that no one has ever seen before. I’m a designer for both corporate graphics and stationery/greeting cards. I often see designs that I think look like mine. I don’t assume people are copying me, I just assume we are all looking at the same trends, especially with 24 hour access to the internet.
Totally agree with what you’ve written here!!
It does feel super Black Mirror-y with how all our algorithms work.
Also, I really don’t think the fact of ‘TS bringing dads & daughters together’ is any sort of original thought or hot take. It’s an observation that’s so crystal clear it’s shared by a potentially unquantifiable amount of people. So it’s just not really own-able by one person, like it’s not a concept that’s so groundbreaking it deserves any kind of provenance.
What an amazing read...especially since I have no experience in advertising but I am very aware of plagiarism from teaching college. In some ways I appreciate the algorithms because I know as soon as I click on a product, I will see similar products in my feed and possibly even discount offers if I put something in a bag but do not purchase at that moment. Thank you again for sharing your expertise and how you work as an influence in this complex setting.
This creeps me out on a different level in that people are only getting fed what they read or that continue their current opinion/train of thought. Think of all the teenagers whose minds aren’t challenged or opening but are seeing more of the same. Obviously the same can be said for the division of thoughts in society as a whole.
Great perspective you provide and as someone who has worked with data and advertising its very spot on. So many people are quick to call it "creepy" when they are obviously being targeted ads based on their browsing history or even conversation, but I would consider it efficient. Would you rather be served ads and content that does not relate to you and your interests?
With the volume of content that is being produced and shared on a daily basis it seems like there is no such thing as original ideas anymore. And if you do come up with an idea and someone replicates its....isn't "Imitation the sincerest form of flattery" but no not in a world where everyone is competing to get famous or go viral on social media.
Slightly unrelated, but as someone who has worked in advertising, when I first saw this ad I thought wow this brand is getting away with using the likeness of Taylor Swift and the Chiefs even, without having to pay any royalties to anyone! Which frankly is brilliant. Honestly I don't think Cetaphil owed the creator anything as the idea of bonding with your Dad over football because of Taylor Swift is certainly not unique to her experience and not something you can "own". But you are right unfortunately brand perception is everything and with how easily brands can now be taken down with bad press or a bad experience their hand is almost forced.
As a copywriter on a creative team, I understand how tricky these things can get. We're always looking for inspo and there's a fine line between gathering inspiration and straight up copying an idea. And now that AI is being used so much, of course the same ideas will pop up in multiple places. Really interesting perspective on shared algorithms too. It's not easy for a brand to truly be unique nowadays.
This is so Black Mirror. In a way that makes us realize that Black Mirror is real and present - not a distante future.
I never thought about it as hive minds and it makes total sense.
🤯 Genuinely captivating and thought provoking read. ❤️👏
Just another day living in an episode of Black Mirror!
Loved this piece. Really made me think!
Very interesting take! I saw the controversy online but didn't really form any opinions either way... I feel like many people had been talking about how Taylor Swift had brought a new group of fans to the NFL so I don't doubt that several people could have come up with similar concepts around the same time.
I agree. I think it's also possible the ad creatives or director of the commercial saw Mbabazi's videos while doing research for their ad, so some of their shots were inspired by Mbabazi, but they probably saw a lot of people with similar content so didn't think it was copying anything particularly unique. Directors copy styles all the time and it's not considered stealing. It's how certain film styles become popular during certain eras. Probably the smarter thing for Cetaphil to have done was invite some of the creators who were sharing real life experiences to participate in their spot.
Great, thoughtful commentary