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Марія БровінськаThat's Life
16 December 2024, 14:00
2024-12-16
Kyivstar marketers are outraged by the new advertisement for Epicentr mail machines, where the main character is a robot similar to the one that Kyivstar TV has been advertising for three years. How did this happen and what does Epicenter say?
Marcom Head at Kyivstar Yuriy Chornenkyi noticed an interesting case: Epicentr used the image of a robot in its advertising campaign for post offices. And that would be fine, but according to the expert, the main character of the Epicentr commercial is very similar to the robot Dom, whose image has been used in Kyivstar TV promos for three years. The creative community is debating.
Marcom Head at Kyivstar Yuriy Chornenkyi noticed an interesting case: Epicentr used the image of a robot in its advertising campaign for post offices. And that would be fine, but according to the expert, the main character of the Epicentr commercial is very similar to the robot Dom, whose image has been used in Kyivstar TV promos for three years. The creative community is debating.
«Love, death and robots:| Yes, creative community, let’s analyze the case. Recently, a new communication promoting the Epicentr post office was broadcast. A cool product, a warm, family-friendly video, but there is a question about the similarity of the main character — the Epicentr robot versus the Kyivstar TV robot — Dom,» Yuriy wrote .
He reminded that for three years in a row, Kyivstar has been using the robot Dom in its series, which has actually become an identity element of Kyivstar TV and adds significant advantages to knowledge.
«And here the robot Epicentr appears on the arena. From the point of view of robot models — everything is different, yes. But perception? Don’t go to the grandmother, communication with the Epicentr robot somewhat blurs the uniqueness of Domi. At the same time, their hero adds something to the knowledge of „Kyivstar TV“, because Domi has already gained a certain weight — well, a kind of „win-win“. But why was it done this way? Are there no other refs for creating your new hero (and as a hint the film „Interstellar“)? Did there not arise questions about the similarity of the two robots at the production stage, because the studio that implemented post-production for „Kyivstar TV“ is the same as for „Epicentr“? Is this a popular love for Domi?) What do you think?», — he asked. The campaign is carried out by United Heroes Group, Yuriy said.
Yuriy showed videos featuring robots. Here is a recent advertisement for Epicentrs post offices.
And here is an advertisement for Kyivstra TV.
Epicentr responded to Kyivstar’s accusation.
«Here Kyivstar has filed a claim against us that we stole their robot for advertising. I suggest you vote on which robot is more similar to ours, Optimus Prime or Chappie. Dear colleagues, as they say, the main thing during the investigation is not to expose yourself. By the way, I am also thinking of filing a claim against Scarlett Johansen, because she is also a blonde with round hips. Where is my percentage for the fees?», — the company’s PR director Yulia Chudnovets sarcastically wrote on Facebook.
Comparative discussions are currently underway to add Yuri and Yulia.
Some creatives believe that there was a mistake by the agency that brought the projects to life. However, some questions also arise regarding Kyivstar and Epicentr.
«Epicentr» is falling into its infancy — amusement parks are appearing in the Gereg network. We visited the first Epiland and learned a lot of interesting things
