Agency hits out at ‘lazy thinking’, accuses rival of stealing campaign

A creative agency that works with kitchen appliance company Sunbeam has come out swinging at a rival agency for what it claims is a copy-cat campaign for Breville.

The Sydney-based agency Bounce contacted Mumbrella with claims its campaign for Sunbeam had largely been replicated by the brand’s rival Breville, down to the use of the same set, “a similar sonic-led approach” and a comparable story arc.

“This isn’t just a case of ‘same house, same vibe’,” the agency said. “It’s a symptom of a bigger industry problem: creative sameness, fuelled by lazy thinking and AI-assisted shortcuts that prioritise convenience over originality.”

But Breville’s agency, The Cowboys, strongly denied the accusations, pointing to the long lead times typical of global brand campaigns.

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