“Parisian Dream” has a different soundtrack and ending from “Parisian Love,” taking the heart-warming courtship story further into the future, but leans verbatim on most of the same queries in the original ad, from the kickoff “study abroad in Paris” through “how to impress a French girl” to “best cribs for a newborn.”
The spot ends with the Perplexity tagline, “Where knowledge begins,” and will get a social and influencer push before likely airing on connected TV and other platforms.
Homage or ripoff?
Mimicking a famous ad can be an effective strategy, but there are a number of variables to consider, and marketing mavens had mixed reviews for “Parisian Dream.”
A well-executed duplicate “can serve as a powerful connection to a beloved piece of brand history, evoke strong emotional responses and tap into nostalgic value,” according to Deb Gabor, founder of Sol Marketing.
But if the spot doesn’t chart significantly new territory, it risks “coming off as a mere copy,” said Gabor, who noted that she has a soft spot for “Parisian Love” and wonders if viewers will absorb the product differentiation Perplexity is trying to convey.
“While the intention to pay tribute is clear,” Gabor said, “the [Perplexity] ad doesn’t bring enough fresh insight or innovation to make it more than a superficial homage.”
Consumer confusion
Ad agency veteran Gordy Sang thinks the Perplexity ad might be confusing to consumers because of its similarities to its predecessor.
