They say imitation is the sincerest form of flattery. Though, in the case of Apple’s latest commercial, advertising the iPhone’s portrait mode camera feature, its either high homage to Duck Sauce‘s “Its You” music video or highway robbery in plain sight, its hard to tell. Duck Sauce, A-Trak and Armand Van Helden‘s deliciously disco side pairing, dropped the music video for “Its You,” the third single from their lone studio collection Quack, in the summer of 2013. The video featured light hearted buffoonery in some Brooklyn barbershop with Alain and Armand fading high and tights behind the buzzers.
Now, it appears the advertising and marketing executives at Apple drew some evident inspiration from Duck Sauce’s salon shakedown, copping the video’s concept for their latest campaign. And while Apple hasn’t pulled a full on Pepsi-style swing and miss with their latest, the similarities are painfully obvious, from the barbershop down to the dance moves. A-Trak took to Twitter describing the commercial as a “carbon copy.”
Did Apple blatantly steal the concept? All things considered, its hard to say. Perhaps the tech giant just simply appreciates Duck Sauce’s barbershop bustle, and produced a clever, albeit thinly-veiled, take on it sometime later. Or perhaps this new ad is actually more fraudulent than flattering? Not in dispute however is the fact that Duck Sauce’s version is still way better, hands down.