{"id":3554,"date":"2019-12-11T19:30:53","date_gmt":"2019-12-11T19:30:53","guid":{"rendered":"https:\/\/omnilegalgroup.com\/blog\/?p=3554"},"modified":"2019-12-11T19:30:56","modified_gmt":"2019-12-11T19:30:56","slug":"can-an-advertising-agencys-copyright-infringement-claim-regarding-a-super-bowl-commercial-survive-pepsis-motion-for-summary-judgment","status":"publish","type":"post","link":"https:\/\/omnilegalgroup.com\/blog\/can-an-advertising-agencys-copyright-infringement-claim-regarding-a-super-bowl-commercial-survive-pepsis-motion-for-summary-judgment\/","title":{"rendered":"Can an advertising agency\u2019s copyright infringement claim regarding a Super Bowl commercial survive Pepsi\u2019s motion for summary judgment?"},"content":{"rendered":"\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"726\" height=\"542\" src=\"https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2019\/12\/Screen-Shot-2019-12-11-at-11.28.08-AM.png\" alt=\"\" data-id=\"3555\" data-link=\"https:\/\/omnilegalgroup.com\/blog\/?attachment_id=3555\" class=\"wp-image-3555\" srcset=\"https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2019\/12\/Screen-Shot-2019-12-11-at-11.28.08-AM.png 726w, https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2019\/12\/Screen-Shot-2019-12-11-at-11.28.08-AM-150x112.png 150w, https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2019\/12\/Screen-Shot-2019-12-11-at-11.28.08-AM-300x224.png 300w, https:\/\/omnilegalgroup.com\/blog\/wp-content\/uploads\/2019\/12\/Screen-Shot-2019-12-11-at-11.28.08-AM-680x508.png 680w\" sizes=\"auto, (max-width: 726px) 100vw, 726px\" \/><\/figure><\/li><\/ul>\n\n\n\n<p><strong>\u00a0<\/strong>In 2016, Betty, a boutique advertising agency, filed a lawsuit in the Southern District of New York against Pepsi for copyright infringement, breach of contract, unjust enrichment, conversion, and unfair competition. Betty claimed that Pepsi\u2019s 2016 Super Bowl halftime commercial was stolen from their idea.\u00a0A few months ago, Pepsi filed a motion for summary judgment, which the court recently granted.<\/p>\n\n\n\n<p>Starting in 2012, Pepsi has been the title sponsor of the Super\nBowl halftime show and will continue to do so it until at least 2022. The\nhalftime show is usually elaborate, featuring recurring themes and celebrity\nperformances and appearances. In 2016 alone, as reported by the Nielsen\nCompany, approximately 115.5 million people watched the Super Bowl halftime\nshow. However, this number does not take into account those viewers that watch\nat bars and restaurants, or those who stream the game and show online. As such,\nthe commercial leading into the Super Bowl halftime show is an extremely high-profile\nspot, to which Pepsi devotes considerable attention and concern.<\/p>\n\n\n\n<p>In 2016, Pepsi sought and received proposals for this Super Bowl\nhalftime commercial. Betty was one of fourteen agencies that proposed ideas.\nBetty submitted at least eight proposals to Pepsi, one of which was titled \u201cAll\nKinds\/Living Jukebox,\u201d and followed the premise of various scenes that seamlessly\ntransition through musical styles spanning different eras. Moreover, Betty\nproposed the viewer travels through the various rooms with a hero character,\nwhich was presented as potentially being a single powerful performer for all\nmusical renditions. In submitting these proposals, Betty provided Pepsi\u2019s team\nwith its branded USB drives to keep for further review. Pepsi ultimately\nrejected Betty\u2019s idea and went with a different agency, which produced a show\nthat included singer, Janelle Monae, dancing through three different rooms,\neach of which represented a different musical era, including the 50s, the 80s,\nand the 90s.&nbsp;<\/p>\n\n\n\n<p>Once the Super Bowl aired, Betty filed its lawsuit against Pepsi\nclaiming copyright infringement. Betty claimed that Pepsi\u2019s pre-halftime show\ncommercial was based on the idea that they pitched to Pepsi in October 2015. In\nits complaint, Betty claims to be the sole author of the \u201cAll Kinds\/Living\nJukebox\u201d advertising storyline and that the same is subject to a federally\nregistered copyright. Betty also claims it has been damaged by Pepsi\u2019s unauthorized\nuse of its storyline \u201cby not receiving fair market value compensation\u201d for its\nintellectual property and \u201cby not receiving the public acclaim it rightfully\ndeserves for its work.\u201d<\/p>\n\n\n\n<p>A few months ago, Pepsi moved for summary judgement, which basically\nmeans Pepsi desired for the court to make their judgement without proceeding to\na full trial. In order to prevail on a motion for summary judgement, the moving\nparty must show that there is no genuine dispute and that the movant is\nentitled to judgement as a matter of law, meaning a jury would not render a\ndifferent verdict. If there exists any triable issue of fact, a motion for\nsummary judgment should be denied.<\/p>\n\n\n\n<p>In its motion, Pepsi argued that any similarities between Betty\u2019s\nproposal and the final halftime show were merely broad concepts of a musician\nmoving through different scenes and that such &nbsp;broad concepts are unprotectable. In the\nUnited States, copyright law protects \u201coriginal works of authorship fixed in a\ntangible medium\u201d and applies to a variety of intellectual works, both published\nand unpublished. The parties do not dispute that Betty obtained a valid\ncopyright for its written presentation of the \u201cAll Kinds\/Living Jukebox\u201d\nadvertisement. Instead, this dispute centers around whether Pepsi copied Betty\u2019s\nprotected material. In this manner, Betty asks the court to infer Pepsi\u2019s\ncopying from Pepsi\u2019s access to Betty\u2019s pitch material and the alleged\nsubstantial similarity between the halftime commercial and said pitch.<\/p>\n\n\n\n<p>Because there is no doubt that Pepsi had access to Betty\u2019s proposal,\nfor Betty\u2019s claim to succeed, there needs to be substantial similarity between\nBetty\u2019s protectable expression and the Pepsi commercial. After reviewing briefs\nof the parties and hearing oral arguments, the court granted Pepsi\u2019s motion for\nsummary judgement. In so doing, the court found that copyright does not protect\nideas, but rather the expression of ideas. The court also noted that the Pepsi\nadvertisement was different from Betty\u2019s proposal in \u201coverall concept, feel,\nsettings, themes, characters, pace and sequence.\u201d Betty\u2019s proposal evoked a\ndark and moody concept and feel, while Pepsi\u2019s commercial takes place in bright\nrooms featuring pop music of different eras, and a pop version of \u201cThe Joy of\nPepsi.\u201d <\/p>\n\n\n\n<p>Betty also asserted that there is substantial similarity because the\nwritten materials it submitted to Pepsi propose a jukebox and the Pepsi\nhalftime commercial opens on a jukebox. The court was not persuaded because\nBetty\u2019s sole reference to a jukebox is the title of its proposal, \u201cLiving\nJukebox.\u201d The court held that the title is merely an idea, which cannot be\nprotected as a copyright until or unless it is created into a fixed and\ntangible medium. In addition, a previous Pepsi advertisement, titled \u201cDiner,\u201d featured\na jukebox, so no inference of copyright could be drawn. <\/p>\n\n\n\n<p>Overall, the court found there to be \u201cfew, if any similarities,\nbetween Betty\u2019s protected pitch materials and Pepsi\u2019s halftime commercial,\u201d and\nthat to the extent any similarities exist, they arise from non-protected\nelements, such as ideas, scenes a faire, and Pepsi\u2019s prior work. Most recently,\nBetty has filed a motion for reconsideration of the court\u2019s summary judgment\norder, in response to which Pepsi has sought (and been granted) additional time\nto oppose. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0In 2016, Betty, a boutique advertising agency, filed a lawsuit in the Southern District of New York against Pepsi for copyright infringement, breach of contract, unjust enrichment, conversion, and unfair competition. Betty claimed that Pepsi\u2019s 2016 Super Bowl halftime commercial was stolen from their idea.\u00a0A few months ago, Pepsi filed a motion for summary judgment,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3554","post","type-post","status-publish","format-gallery","hentry","category-blog","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Can an advertising agency\u2019s copyright infringement claim regarding a Super Bowl commercial survive Pepsi\u2019s motion for summary judgment? - Omni Legal Group Blog<\/title>\n<meta name=\"description\" content=\"After the 2016 Super Bowl halftime show, and preceding commercial, aired, Betty, an advertising agency, sued Pepsi, claiming that they stole their idea. 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