Rusty Idea


Volkswagen Battery – 2000

Claim : “Lasts up to 4 times longer”

Source : Cannes Shortlist!

Agency : AlmapBBDO (Brazil)


Duracell Car Battery – 2006

Source : Cannes Archive Online

Agency : Ogilvy & Mather Mexico City

(Mexico)



Advertising Agency: FP7, Oman Creative Director: Noufal Ali Copywriter: Arun, Noufal Ali Illustrator: Sannop, Renjith Pillai Photographer: Jacob.k, Sandra M. Matheson Client Servicing: Ajay Menon, Manish Rodrigues

Koba Car Battery – 2009 Claim : “Long lasting batteries” Source: Rusty idea / Une idée élevée en batterie



Source: Koba long lasting batteries



For some reason Media Week was desperately defending this particular job by FP7 Muscat. I mean they spoke to me for more than one hour and only quoted me in two or three sentences yet they dedicated a full page to defend a clear case of plagiarism without referring to any of the creatives. it is on joelepompe site and it is debated on adblogarabia; here is a link to the debate Koba long lasting batteries


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.

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