Diary: Always a rip-off idea?

Diary never enjoys pointing out signs of plagiarism in ads (OK, maybe sometimes), but after all the furore around the brilliant "always a woman" John Lewis spot and its striking resemblance to an Italian lingerie ad, we were amused to see the latest TV commercial for SMA Nutrition, which seems to have at least taken a cursory glance at Adam & Eve's award-winning work.

In the ad, a single camera tracks the first few years of a girl's life. Now we've all heard the argument that in this day and age "there are no new ideas", but surely agencies aren't resorting to "third-hand" ads already?