NEWS: Shock as new Citroen ad mirrors VW work

The two rival car manufacturers, Volkswagen and Citroen, have produced near identical advertising campaigns, both of which are breaking in the same week.

The two rival car manufacturers, Volkswagen and Citroen, have produced

near identical advertising campaigns, both of which are breaking in the

same week.



The VW ad, through BMP DDB, broke last weekend, surprising Citroen,

whose campaign through Euro RSCG Wnek Gosper had already gone into

production and will break this week.



Both ads promote the car companies’ offers on in-car air conditioning,

and, ironically, are pastiches of another ad.



The press and poster work for the two car-makers mimic the old Sure

campaign by Lintas, where the brand logo remains dry, while the rest of

a model’s back drips with sweat.



The Citroen Xantia ad reads, ‘Sure sign of success,’ while the VW

copyline is, ‘Air conditioning now available on Golfs and Polos for only

pounds 500. Cool.’



Nigel Brotherton, the ad manager for Volkswagen, said: ‘We don’t want to

run an ad with an idea that a competitor is using, but there is nothing

we can do about it now.’



Citroen’s public affairs director, Marc Raven, played down the clash:

‘It is just one of those things.’



However, Brotherton said: ‘This is a nightmare situation that we have

managed to avoid until now.’



Brotherton is not accusing Citroen of plagiarism, but does fear that

this coincidence will undermine Volkswagen’s campaign, which was art

directed by Joanna Wenley and written by Jeremy Craigen.



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