Mouse trap or copy cat trap?

THE ORIGINAL: Chesdale Cheese – 2004
“Two times more calcium for stronger bones”.
Source : Cannes Archive Online,
Agency : FCB (Singapore)
LESS ORIGINAL: Kraft Foods Cheese – 2008
“With extra calcium for strong bones”.Agency : JWT Dubaï (UAE) 

Awarded Silver at the Dubai Lynx!!!




Let’s see now…both ads are for “cheese” both ads have the same visual and art direction; both ads have the same headline…but they are four years apart!!! So could it be just another coincidence? Or is it just another (successful) attempt at winning agency of the year at any cost and by any means.

Congratulations FP7 Doha – you ARE the agency of the year in my book.

To add insult to injury the creative director of this awarded copy cat is serving as a judge on the 2008 MENA Crystal Creativity Awards jury!!! search for JWT Dubai and see what comes up on this blog alone.

The above ads have the main visual as a mouse trap…but the product is not cheese and the product benefit is not stronger bones and the mouse trap is not damaged as a result. So no one is saying that you can’t use a visual of a mouse trap in your communication but what i am saying is please dont use it the way it is featured in the original examples at the top of this post in the same category and the same headline 😉 in other words…dont copy.

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.


12 Responses to “Mouse trap or copy cat trap?”

  1. 1 X
    May 27, 2008 at 9:32 am

    Disgusting 🙂

  2. 2 mate
    May 29, 2008 at 10:34 am

    the “less original” won an award?

  3. May 29, 2008 at 2:57 pm

    Yes Believe it or not, the copycat won an award.

  4. June 26, 2008 at 6:17 am

    It is not A COPY!

  5. June 26, 2008 at 10:44 am

    Sure it is a copycat but you can only admit it after leaving employment at JWT 😉 then you can move on and defend the copycats of your new employer.

  6. June 26, 2008 at 10:45 am

    OK. explain to us why you say it is not a copy.

  7. 7 X
    June 26, 2008 at 3:34 pm

    Tick tack tick tack . . . 🙂

  8. July 2, 2008 at 5:20 am

    I left JWT anubis 🙂

  9. July 2, 2008 at 11:11 am

    Congratulations are in order…so congratulations 🙂 We are hiring…seriously.

    Tic tic tic…you still did not explain why you say it is not a copy 😉

  10. July 2, 2008 at 9:00 pm

    not sure what I’ll do the next 4 months, but you have my email no? 🙂
    I believe it is not a copy because the visual differs, in Kraft’s ad you see cheese leftovers while in the other ad the sides are tweaked and there’s no sign of cheese, plus I think the FCB work is a ghost!

  11. July 3, 2008 at 10:45 am

    Hmmm….Ghost you say….that is a very strong allegation towards FCB and Cannes Lions (you know Cannes Lions ask for proof of publication/tear sheet for each entry).

    Whatever…still in terms of the visuals they both depict the same CONCEPT/IDEA; we are not playing find the seven differences 😉

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Louai Alasfahani

ANUBIS was a very old god of the ancient Egyptians, universally worshipped throughout the land and became considered the gatekeeper and ruler of the underworld; the “Guardian of the veil“ he was “Lord of the Cleansing Room” and the opener of the roads of the North. “He observed the weighing of the deceased’s heart against the feather of Maat [Truth] and reported his findings to the jury of the gods.


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