Can you imagine? / La même idée resservie hélico presto?
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| THE ORIGINAL? PowerBall by NY Lottery – 2012 « Yeah, that kind of rich » Click on the image to enlarge Source : Communication Arts Agency : DDB New York (USA) |
LESS ORIGINAL New York Lottery – 2026 « Can you imagine? » Click on the image to enlarge Source : AdAge, LLB Online, Adsoftheworld Agency : Mc Cann New York (USA) |
Eng “The creative concept: the lottery will make you so rich that you can fly to the supermarket by helicopter. Aside from the fact that it’s hardly eco-friendly and a bit macho (it’s still the mom stuck doing the grocery run 14 years later...), it is essentially the exact same concept peddled by two agencies to the same client! Copycat work or coincidence? Be the judge!”
Fr « L'idée créative : le loto va vous rendre tellement riche que vous allez pouvoir faire vos courses quotidiennes en hélicoptère. Outre le côté très peu écolo et un peu macho (c'est toujours la mère de famille qui se coltine les courses 14 ans après...) c'est quand même exactement le même concept fourgué par deux agences au même client! Et l'intervention de l'IA n'améliore même pas le rendu de l'image bien au contraire. Copie ou coïncidence? À vous de juger! »
Joe La Pompe
09.30.2026 - 13:57
And a very similar idea (in 1994) in this TV commercial : https://www.culturepub.fr/videos/new-york-lottery-l-helicoptere
Tom
10.03.2026 - 14:22
Interesting case. One thing that makes these comparisons so hard is that near-duplicate campaign images are usually run through different crops, colour grades and compression, so a plain pixel diff fails; what actually flags them is a perceptual hash (pHash/dHash) combined with the layout skeleton of the frame. In my own tests a 2012 original vs a 2026 remake of the same shot still matched at a Hamming distance under 10 once both were normalised to 256px, even though the file sizes differed by a factor of 8. Curious whether you keep the original source screenshots for each entry, because that archive is what makes 25 years of side-by-side evidence possible.