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Diary: Matalan copycat catwalk ad lacks original thinking.(Diary entry)(Brief article)

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| October 06, 2006 | COPYRIGHT 2006 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

This is not just a set of copycat models prancing around to Louie Louie. This is Matalan's downmarket answer to Twiggy, Erin O'Connor & Co in last autumn's classy and successful Marks & Spencer ad.

Now we here at Diary know that the last truly original idea was conceived on 20 April 1974, and everything after that date is just a copy of a copy of a copy.

However, in that time most of us have found ways to at least attempt to marginally hide the fact that sometimes it is required to borrow an idea or two.

But this is definitely a skill that has passed by the team in Matalan's in-house creative department.

Its latest work for Matalan's autumn ...

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