The whole affair could be attributed to coincidence, but the likelihood of two different commercials for two different products including a sleepwalker finding his way through a desert to reach a refrigerator containing the drink, while Ravel's Bolero is playing in the background, does stretch the imagination.
According to Dr. Yaron Timmor, the head of the marketing communications program at the Interdisciplinary Center in Herzliya, ad copying is not a rare phenomenon. Many Israeli advertisements are partially or even overwhelmingly based on ideas from foreign ads, says Timmor.
But for an American ad from a company of the stature of Coca-Cola to be based on an Israeli ad would be “puzzling and strange,” he says.
“When a company is accused of copying ideas from an outside source, it attracts criticism from both the client and the public, who expect original and innovative ideas,” explains Timmor. “The need to copy usually stems from inferiority and a lack of creativity.”
A tip of the kippa to Esther Kustanowitz for calling our attention to this story.