Saw a colourful TV ad for Target that caught my eye, it used a lovely stop motion technique to sell Target’s colourful range of products- “every colour you can dream of” no less.

As much as the ad felt refreshingly brave for Target, I couldn’t help but feel it was more than reminiscent of something I’d seen before, which is not a crime; one takes inspiration where you find it.

But how close can you go? When does paying homage stretch the friendship?

Oren Lavie is a singer, songwriter, playwright and theatre director and his stop motion video called, “Her Morning Elegance”, appeared on You Tube in March and, 6.5 million hits later, it was obviously very popular.

Popular enough to inspire Telefonica Spain in selling ADSL Broadband.

Popular enough to help Target sell dream colours.

Check out the three films below and ask yourself: where does inspiration stop and plagiarism begin?

The inspiration: “Her Morning Elegance.” By Oren Lavie.

Telefonica, Spain.

Target, Australia.