Uhl: so if it's "a crappy idea" no one cares? So you won't mind if i nick all the work in your book then?

But seriously, i take your point Dabitch, but its very hard to prove the origin of an idea, which is why agencies need to start moving towards producing ownable properties. Advertising makes us bugger-all money anyway. Content is where the money at!

But back to coke. The theft here is entirely executional, not idea so the copyright infringement is irrefutable. The music was ALSO written by Joel Veitch. It's been ripped off without even the vaguest attempt to disguise it (even changing one note in four as the old library music seems to do)

Most of the work on B3ta.com is not produced for commercial gain. And the most important reason for copyright is to prevent loss of earnings. It fucks me off, expecially working for a big agency, knowing how little the coke agency would have had to pay to actually use the original. Instead, they just nicked it. Lazy, underhanded hack-creative scum. And we wonder why our industry has such a bad reputation?