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Apple's ad sinks to such great lows

Ryan Block, @ryan
01.21.06
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For those of you who haven't been following the underground drama surrounding Apple's latest commercial, here's what you need to know: first, the ad bears an absolutely uncanny resemblance to band The Postal Service's music video for "Such Great Heights." Second, the both videos were produced by the same duo, Josh Melnick and Xander Charity (aka "Josh & Xander"). But it looks like the final piece to the puzzle's in; Apple's commercial, which "sets free" the Intel chip for its new life in a Mac, was in fact a surreptitious replication of the  "Such Great Heights" video -- at least according to The Postal Service and their label, Sub Pop. Here's what band frontman Ben Gibbard had to say:
It has recently come to our attention that Apple Computers' new television commercial for the Intel chip features a shot-for-shot recreation of our video for 'Such Great Heights' made by the same filmmakers responsible for the original. We did not approve this commercialization and are extremely disappointed with both parties that this was executed without our consultation or consent.
Was it an illegal move on Josh & Xander's (or Apple's) part to produce this ad? Depends on who ultimately owns the copyright to the original (probably SubPop), but either way it's pretty poor form. Seems like if Apple wants to avoid further criticism and the possibility of litigation -- and snag a little indie cred while they're at it -- they'll pull their ad and make things right. Likelihood of that happening? Slim -- unless they get a call from SubPop's lawyers, anyway.

[Via TUAW]

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