THE EDITOR'S CUT

We love a bit of controversy and there's plenty of it about at the moment. Top of the list is the viral clip, 'The film they didn't want you to see' - a two-minute excerpt from German indie, Der Lauf der Dinge, which bears more than a passing resemblance to Honda 'Cog'.

Perhaps put out there by a jealous rival team, it has rekindled big questions about originality and acceptable sources of inspiration. Many are questioning how 'Cog' can be placed on such a pedestal when it is so close to its source.

And yet, to gain inspiration from films, music and popular culture is what advertising is all about. The problem is where the original work is not credited or acknowledged, as in the famous Guinness commercial, which resulted in the brewer facing court action. Director Mehdi Norowzian, so angry about the blatant copy of his short film Joy, tried to defend his case. He lost on the basis that you can't copyright an idea - an obvious travesty of justice.

There are other more recent examples of short films being turned into an ad, such as Tim Hope's Wolfman for PlayStation and Toby MacDonald's Je T'aime John Wayne, upon which an FCUK ad was based.

While some may argue that this makes the roles of copywriter and art director somewhat redundant, agencies have to be applauded for spotting such talent in the first place, and applying it to a creative problem.

And yet, the applause would be all the louder if ideas weren't just borrowed, but moved on in some way. This is something which 'Cog's' director, Antoine Bardou-Jacquet has endeavoured to do. Giving the ad a great aesthetic quality, he has made it feel like a work of art rather than just advertising.

Yes, it is nice when things just work.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).