Lisa Katayama at 9:13 am Tue, Mar 2, 2010
ADVERTISE AT BOING BOING!
Since when is “inspired by” the same as “ripped off”? I think this is a very well done commercial that pays homage to a previous work. Also, imho, I think it’s much better done; it captures the everyday movements dogs make (as opposed to flying them around in an unnatural way–with laser effects, a la elementary school portrait background, to boot) in an effort to appeal to the emotions of dog owners. In this respect, I think the piece is a great success.
I did not like the Birds video because it is obvious that the dogs were being thrown and dropped for the video. Not that I think any of them were hurt but the movements were unnatural. I forget who said it but there is a quote that says, “The most creative among us simply hides their inspiration the best.” In other words we all do it. True originality is extremily rare.
Boring, dumbed down version of the awesome Vitalic video.
So…Pleix wasn’t involved? I don’t think Birds is well known enough to “pay homage” to it in this way. Also, if I start watching this video and think I’m watching outtakes of Birds, it’s not just “inspired by.”
this is so obviously “ripped off” rather than “inspired by.” it may be a downside to artistic minimalism, but unfortunately no one else gets to mount the bicycle wheel and call it “inspired by” duchamp.
the pleix video was riveting and uncanny when it came out — pop culture genius. this is debased.
Yeah a ripoff, But it still made me smile. Loved the “inspiration” by Vitalic too but it definitely had a different vibe. Just wish the knockoff could have tried to be a *little* more original because it’s certainly enjoyable to watch dogs in slomo eyeballing a flying treat.
I agree with the people who say this is very similar to the video for Vitalic’s song “Pony Part I” also known as Â¨BirdsÂ¨. It is sad no one from Pedigree credits that.
Sadly a dead rip of the great Pleix video for “Birds” – http://www.pleix.net/birds.html (from about 3 years ago)
Normally I kind of assume Occam’s razor in that two people can have an awesome idea of the same sort but I gotta agree, some of the shots look rather similar in execution.
You are absolutely right. Shame on Pedigree!
Yeah sadly. It has to be at least 4 year before anyone can make a derivative work. The is no need to give any credit to the creator of this video. Once someone creates a work no one else can ever make something similar.
Ever heard imitation is the sincerest form of flattery. Guess not. To busy judging from way up there on that pedestal. Life must be hard for someone as negative as you.
This is so cute I’m frankly scared to see scroll down and see what it’s unicorn chasing.
That video is the greatest thing that’s ever existed.
I learned that someone actually came up with BARF as an acronym related to food, which is awesome.
Also you guys are no fun, this video is groovy :)
I’ve seen that ad on TV set to different music. However, it seems to be “creatively inspired” by the music video for Vitalic’s Poney part 1 (http://www.youtube.com/watch?v=F52dx9Z0L5k).
After seeing this, I immediately wanted to see cats filmed at high speed.
Uh, Vitalic ripoff much? http://www.youtube.com/watch?v=F52dx9Z0L5k
That was the first thing that I thought of; the “Birds” video. Yeah, that’s pretty blatant.
Since I barely had time to come back here and check your whiny responses to my comment, I won’t take the time to do a side-by-side comparison to show just how different these two clips are. Since when is “dogs in slow” motion an original idea? Only one person can take credit for this *genius* idea. Please note my sarcasm in the use of the word “genius,” as you clearly can’t see the forest for the trees.
I suspect that Pleix was involved with this in some way. I’m thinking back to the big “skateboard on hamburger” hubbub for that Beck/Gainsbourg music video where the director (Keith Schofield) based a single shot on one of William Hubley’s photographs– uproar ensued, and Schofield ultimately apologized and credited Hubley for inspiration. And that was just one shot in a much larger video, as opposed to this- which is an entire commercial for a large corporation clearly built from a pre-existing video. If Pleix wasn’t involved, they got jacked.
I couldn’t care less about whether it’s a rip-off or not. That doggy smile at about 1:00 is amazing.
Considering the contents of most processed petfoods – Pedigree included – it’s tantamount to animal abuse to feed the furry members of your household with them. The ingredient labels of petfood available in UK supermarkets typically boast around “4% meat derivatives”.
If you’re serious about your dogs’ (and cats’) welfare, prove it by considering a BARF diet (Biologically Appropriate Raw Food)
My staffie/jack Russell cross was abandoned by his previous owner as sickly and unmanageable – simply swapping him onto a BARF diet free from beef and cereals transformed him into an obedient, healthy family pet in less than a fortnight. It’s not costly either – less than Â£5 a week keeps his tail very waggy indeed.
That shot of the pitty with her tongue lolling is the best part. Silly clown!
Dogs are the greatest, most beautiful creatures on the planet.
When the bulldog smiled I almost screamed out loud (at work).
Yes, automatically it’s a ripoff because nobody in the history of mankind has ever thought that a slow motion video of dogs catching a treat in their mouth would be a cool thing to see.
I loved the way you could see the the muscle groups tensing and releasing when the dogs jumped. Muscles are so cool.
Everything in the world turns amazing if you look at it close enough or in slow motion. Especially dogs. THEIR TONGUES!!!!
at xXOsirisXx: the vitalic Video “inspired” them to to recreate the shots as closely as possible while slapping their company logo in the corner
reminds me of the Lakai Fully Flared video for the soundtrack.
That is the first thing I thought of! Lakai Fully Flared!
More on the rip off.
Wasn’t aware of the “rip-off” aspect of this but having looked at the links posted here, I think it’s better both in terms of music and photography. Sometimes an original can be improved on.
Made me want to walk out of the office and go play with my dog.
If fact. I think I may. Bye.
I think that the distinction between the gross commercialization of a Pedigree ad and the vibrant artistic independence of a music video is perhaps not quite as clear as all that.
Anyway, while this ad’s obviously derivative of Pleix’s video, it incorporates a number of significant improvements. The shot of the dog’s hind feet as it leaves the ground is really a thing of beauty. Also, while its narrative arc may be simple, it *has* one. I’m bourgeois enough to think that’s important.
I fixed it for you:
“This is an ad for Pedigree, a dog food brand”
(‘Pedigree’ is a Mars Petcare brand – at least in the UK.)
At least hypervisual dog ads beat the horrifying hyperaudio ones they’ve been running. Who wants to hear a dog chewing at a million decibels right in your earhole?
Funny how as many have already pointed out, this is an obvious Vitalic ripoff yet it says “Creativity” on the lower right corner. It’s a Bushism.
You can be as smug about it as you want, but try to put yourself in the shoes of someone who makes their living as an artist rather than an ad hack. I know we’re all about the “copyfight” around here, but this goes deeper than “fair use.” TBWA is making money by stealing and selling something that wasn’t ever intended to be so grossly commercialized. Pleix could be an ad agency — they have the creative chops — but they aren’t. They are a self-described “community of digital artists.” That shouldn’t mitigate the marginal control they maintain over their ideas, and it certainly doesn’t make them any less deserving of credit for their creations.
And I’m sorry, but I did think that the Pleix video was original. The dogs’ appearance is made completely novel by the slow-motion falling — they alternately look more human and grotesque than normal. I don’t mind calling this small, seemingly effortless aesthetic insight a stroke of genius (I remember feeling a little bit of awe that one of these creatures was in my house). Pair that with the ambiguous neon “Birds” at the end and I believe you have art. But as usual, it’s a matter of taste.
[However, the fact that the concept is now going viral with a major company funding it sort of supports my intuition -- as does everyone's memory of the obscure music video where they first saw it 4 years ago.]
It’s not rip off. It’s homage.
Copy or not, I’m glad it was done.
<3! Who’s a good boy!?!
Grandpa, what was the internet like when you were young?
Well Timmy, it was all slo-mo dogs, LOL cats, and poisoned GIF files, much like it is today.
Mail (will not be published) (required)
Submit a tip
The rules you agree to by using this website.
Who will be eaten first?