Ad agency hits Lacson political ad

McCann-Erickson Phils., creator of the Beat Game TV advertisement for its client Coca-Cola Export Corp., is crying foul over the disregard for intellectual property rights displayed by presidential candidate Sen. Panfilo Lacson in his latest political TV advertisement.

Lacson’s TV ad uses the familiar moves, snaps and chant-like melody that are unquestionably lifted from phenomenally successful Coca-Cola Beat Game TV campaign, the advertising agency said in a statement.

This, it said, was done without seeking prior consent from McCann-Erickson or its client.

The close resemblance of the two TV advertisements has already misled some viewers and consumers into believing that the candidate’s ad is either part of the Coca-Cola Beat Game TV campaign series or paid for by McCann-Erickson and Coca-Cola in support of Lacson’s candidacy.

The work in question is prejudicial to the reputation of McCann-Erickson, which adheres to a strict global policy that disallows McCann agencies worldwide to participate in any form of partisan politics.

Republic Act No. 8293 or the Intellectual Property Code states that copyright is vested in an original work from the moment of creation. Original works include pictorial illustrations and advertisements. They are protected from copyright infringement and violators can be sued.

McCann-Erickson Philippines has requested Lacson to stop airing his TV ad.