Eminem's Eight Mile Style LLC, the publisher that handles Eminem's copyrights, has filed a lawsuit against Audi AG in Germany's Hamburg Regional Court for making an unauthorized use of his smash "Lose Yourself" in its new 2012 Audi A6 Avant commercial and using elements similar to his Chrysler 200 advertisement.
Seeking a cease-and-desist order against the company, Eight Mile Style additionally sued for damages against Audi, which has only aired the commercial in Europe. "We believe Audi not only used 'Lose Yourself' to sell their product without permission, but their spot actually feels inspired by elements of Chrysler’s commercial campaign," said Joel Martin, spokesperson for Eight Mile Style.
Eminem's Chrysler 200 commercial, part of the "Imported From Detroit" campaign, originally aired during the Super Bowl. He was credited with helping Chrysler Group LLC post its first profitable quarter since it filed for bankruptcy two years ago, helping the corporation increase its net revenues by 35 percent.
UPDATE: An unnamed representative for Audi has claimed that Eminem's lawsuit has no grounds. The rep told Yahoo! Music via email, "The video referred to is not an advertisement. Also, this does not involve Audi of America. The video was not shown here in the U.S."
UPDATE #2: Eminem has settled his lawsuit against Audi AG for modeling its commercial off of his Chrysler 300 Super Bowl ad (via XXLMag.com). Though financial terms of the settlement haven't been disclosed, Audi must donate to Imported from Detroit and other Detroit charities to stimulate the local economy.
“Just like Imported From Detroit helped benefit charities like the Marshall Mathers Foundation, we as Eminem’s publisher can give back to Detroit”, said Joel Martin, who takes care of Eminem’s publishing. ”We’re looking forward to working with Chrysler on several new Imported From Detroit initiatives that will benefit the city of Detroit as well as charities within the city.”