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 BMW Copies Freeletics Ad for X2 Spot
Marketing | 07.10.2016

Inspiration or Plagiarism?

BMW X2 Image Film Copies Award-Winning Freeletics Video by Agency Überground

BMW Copies Freeletics Ad for X2 Spot. Some elements in the BMW-X2 image video (incidentally left) are strongly reminiscent of a Freeletics video that was published in January 2016. (Quelle: Screenshot Vimeo/Youtube, Collage ISPO.com)
Some elements in the BMW-X2 image video (incidentally left) are strongly reminiscent of a Freeletics video that was published in January 2016.
Bild: Screenshot Vimeo/Youtube, Collage ISPO.com
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Freeletics is surprised at BMW: The new image film for the X2 concept, which was presented to the global public at the Autosalon in Paris, contains sequences that are nearly identical to an award-winning Freeletics video by Hamburg media agency Überground. 

Grand staging for the latest BMW SUV, the X2, which is set to go on sale in 2018: a sporty video sets the scene for the concept car at the Autosalon in Paris. People sweating while working out in black and white, booming music, continuously interspliced with the X2 concept in orange – an impressive image film.


Nevertheless, the Munich-based film agency lucie-p may have been more than just inspired by an award-winning Freeletics spot, which was realized by the Hamburg media agency Überground. The fitness program provider’s January campaign read: “The Truth about Greatness.” The spot received three awards at the Art Directors Club (ADC) competition.

Juxtaposition reveals the similarity

The Freeletics video conveys the idea that you have to fight hard to achieve your fitness goal. How? People with resolute gazes run and jump, do pull-ups, jumping jacks, and push-ups, lean wearily against concrete pillars. Rapid cuts, the camera often looks the athletes directly in the eyes, and play with switches between sharp and soft focus.

The BMW conveys the idea that the new X2 will be a racy SUV coupé. How? People with resolute gazes run and jump, do pull-ups, jumping jacks, and push-ups, lean wearily against concrete pillars. Rapid cuts, the camera often looks the athletes directly in the eyes, and play with switches between sharp and soft focus.

Freeletics fans from Austria cut the two videos together on YouTube; the juxtaposition reveals the similarity.

Freeletics and Überground react humorously

What does Freeletics have to say about that? Pierre Ostrowski, Marketing Vice President, commented on ISPO.com’s inquiry thusly: “We’re tremendously pleased that we as a young company can inspire even the big guys. The BMW team is naturally warmly invited to let themselves be inspired by Freeletics’ athletic passion at our team training any time, too.”

Read an interview with Freeletics CEO Sobhani here >>>

Hamburg-based Überground’s co-founder and director Jo Mare Farwick confides with a wink, “Copied by BMW! We like. How’s that for a job well done! That’s why we’re rejoicing just a little bit with the customer that made it possible – Freeletics, that is.”

(Still) no explanation for the BMW video

But how can such a similarity come to be? In the making-of video posted by Tina Maria Werner, which has now been taken down, who led direction for the BMW X2 spot, photos from the Freeletics video can be seen on the so-called moodboard (at 0:13 min.). They clearly served as a template for the BMW spot.

The director did not want to comment on ISPO.com’s inquiry, and referred to the automotive manufacturer. At the time of this article’s publication, nobody at BMW could be reached for comment.


ISPO (Quelle: ISPO)
Article by ISPO.com, editorial staff
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