Cornetto utilizes Shazam in commercials. Just like Old Navy did a year ago.
Cornetto, an international ice cream company, and their Ad Agency, Soap Creative dreamed up a cuddly, dancing bear to help you express your soft side. During these commercials, you're given the opportunity to Shazam the song and automatically be connected socially.
Now, Crispin, Porter + Bogusky (with Old Navy) created TV Spots with original songs that were Shazamable. That was about a year ago, so this is no new idea.
Is it okay that Soap Creative ripped off Crispin? Is it even considered ripping off? Obviously connecting commercials to Shazam is a brilliant idea and acquired media attention as well as much needed viewer participation. Does the consumer even care? Does it matter?