Audi aired a new commercial for the new A6 Avant. The ad shows the executive station wagon model cruising through streets of a German city as a version of Eminem’s “Lose Yourself” song plays in the background.
“It is absolutely shocking,” said Joel Martin, manager of Eight Mile Style, the company that handles the song licensing for Eminem. “We believe Audi not only used ‘Lose Yourself’ to sell their product without permission, but their spot actually feels inspired by elements of Chrysler’s commercial campaign,” Martin added.
Chrysler also believes that the Germans copied their commercial. “Apparently someone believes that the definition of copyright laws is the right to copy others’ materials,” said Gualberto Ranieri, a Chrysler Group spokesperson.
Eminem’s publisher Eight Mile Style released a statement saying that it will send a cease-and-desist order to Audi while it will also seek damages from the German carmaker.