EasyJet accused over advert ‘hijacking’
UK: The Economist claims ad concept was launched in 1986
The no-frills carrier EasyJet has been accused of copying an advertisement use by the magazine The Economist, for its latest campaign.
According to a report in The Independent, the Economist has complained to the Advertising Standards Authority (ASA) that EasyJet has “hijacked” an image it first used some 17 years ago.
The EasyJet advert features a man in a suit, described as George Smith, management trainee, aged 47, with the caption: “I would never fly EasyJet.” The Economist launched an advert in 1986 that featured a man in a suit, described as a management trainee, aged 42, with the caption: “I never read The Economist.”
The magazine’s brand marketing manager Jackie Kean told The Independent: “This is an iconic ad that most people in marketing and media would recognise as an Economist ad. We were rather surprised that people would reuse something that is attributed to another brand.”
However, EasyJet countered: “Are we supposed to remember every single ad that was run in the last 17 years? There is no copyright on advertising ideas. Most of the EasyJet marketing team were running around in shorts in 1986.” The ASA is investigating the complaints.”
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