2012 Audi A6 Avant ad - Click above to watch the video after the jump

The Chrysler 200 Super Bowl ad has all the makings of an instant classic. The two-minute long spot had star power, a terrific soundtrack and an uplifting message that struck a chord with the working man. We loved the commercial, and after a strong reception, we fully expected other automakers' ad agencies to ape elements of Team Pentastar's idea.

We just didn't expect that someone to be Audi, which has a strong track record of independent advertising thinking here in the States, even if much of it relies on direct comparisons to the competition. Interestingly, while the German automaker is the one that finds itself squarely in the intellectual property crosshairs, Chrysler isn't the one doing the complaining. The Detroit Free Press reports that Eight Mile Style, Eminem's song licensing company, is suing Audi for this German ad for the A6 Avant that is said to use an unauthorized interpretation of "Lose Yourself" from the Eight Mile movie soundtrack.

So Audi is using a song that sounds like "Lose Yourself." That has little to do with Chrysler's spot, right? Well, not so much. See, the ad is also over two minutes long, the eerily similar song is used in almost the exact same way, and, well, the two spots look awfully alike.

With the way the songs were used, the way the ad was shot and edited and the similarities between some of the shots, it seems obvious to us that Audi's ad agency was (*ahem*) inspired by Chrysler's Super Bowl ad. But don't take our word for it. Hit the jump to watch both ads and judge for yourself.






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    • 1 Second Ago
  • 107 Comments
      cadetgray
      • 3 Years Ago
      The irony is that parts of Detroit today look like Berlin circa 1945. It's nice seeing the Arsenal of Democracy making a comeback with some great domestic products these days. Go Detroit!!!! Go Motor City!!!! Your factory workers help save Europe from a tyrant in the 1940s. We should all hope for your economic recovery as a "Thank You."
      jonnybimmer
      • 3 Years Ago
      I'm just surprised to see Audi's ad firm, out of all people, mimicking another commercial. What's next? Hyundai/Kia making a commercial with a smart-talking blue puppet? (Ford ad). Yeah Audi's car is muuuch better (IMO anyways) but it's pretty disappointing seeing such a low effort for their ad, especially when ripping off of the well-deserved success Chrysler got with their ad.
      jjHAMMERfoot
      • 3 Years Ago
      both ads do feature a guy you just wanna reach inside the TV and punch in the face, I see the similarity
      david opanga
      • 3 Years Ago
      first gotta say, so what if audi decided NOT to take the original route with their ad sport for the A6 its their right. now even with that. the Original by chrysler is much better, it has a story, a meaning, not just flash. it involves all the elements from each scene to portray a story not to just look abstract and meaningless. and even tho both cater to different markets, if i had money to afford either id much rather take the chrysler 200, until i saw the stats that is then i would just upgrade too the 300 and get some after market parts to tune that baby up.!
      Steve
      • 3 Years Ago
      They do have their similarities, I wonder why they picked that theme and everything. I would take the Audi in a split second over the 200, they might end up getting in trouble for the song use though, without permission that is.
      flashpoint zero
      • 3 Years Ago
      Not even a question, that is almost a carbon copy of the 200 ad. Although where the 200 ad ends on a high note, the A6 ad seems to keep going, and the camera work and editing start getting sketchy.
      Exported from Ohio
      • 3 Years Ago
      The Audi song is as close to the Eminem song as the LED headlamps treatments are, respectively.
        QAZZY
        • 3 Years Ago
        @Exported from Ohio
        Only difference is Audi used the LED headlamps first. Otherwise, the songs are nearly identical.
      ernie.
      • 3 Years Ago
      Man, Audi's ad department is usually one of the best - but that seemed like a blatant rip off.
      Greenlightracer
      • 3 Years Ago
      Well, at least it's a much better car and the spot doesn't star a trashy classless punk, in a poor, degenerate city.
      • 3 Years Ago
      [blocked]
        TwinTurbo3oooGT
        • 3 Years Ago
        Agreed. Might as well be a minivan in my eyes. At least an SUV had ground clearence to make it more functional.
          • 3 Years Ago
          @TwinTurbo3oooGT
          [blocked]
          Alex
          • 3 Years Ago
          @TwinTurbo3oooGT
          functional? Pretty sure racing suspension (i.e. proper handling), higher mpgs, and autogeektacular looks are functional. Maybe not the last one. But its more functional than being able to drive over a curb because thats all the "off roading" you're able to do in most SUVs
        emai
        • 3 Years Ago
        its a 200, which is a million times worse than a 300, and ten million times worse than an a6 avant. just saying.
      DC
      • 3 Years Ago
      One ad features a beautiful car cruising through a beautiful city. The other ad features a washed up celebrity driving a pile of junk through a slum. No lawsuit that I can see.
        Elmo
        • 3 Years Ago
        @DC
        Washed up? Um so producing some of the biggest album sales the past 5 years despite the whole iTunes and Zune thing is washed up?
      duffypad
      • 3 Years Ago
      Absolute ripoff
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