Stealing Art vs. the Art of Stealing

We’re all thieves, plain and simple.?

Shakespeare plagiarized plotlines and even entire scenes. Steve Jobs said, “Picasso had a saying. He said ‘Good artists copy. Great artists steal.’ And we have always been shameless about stealing great ideas.” Speaking of Picasso, in 2022 the National Gallery in London had an entire exhibit dedicated to “Lesser artists borrow; great artists steal” when they showcased Picasso’s 1932 Woman with a Book directly next to its muse, the Jean-August-Dominique Ingres’ 1856 Madame Moutessier.??

All good artists steal. The great artists just steal the best bits.?

As advertisers and communications professionals, we’re tasked with imagining and producing “new” concepts. While that occasionally genuinely occurs, most of us are thieves. Intentional or not, everything we’ve ever seen and consumed over a lifetime is in our brains, somewhere, inspiring us at the deepest level.?

Great Art Steals Attention

Who am I to try to define art or declare what makes art “good”??

Art is a tricky thing to define. It’s subjective, elusive and often polarizing, which is the beauty of it. Especially in the AdPR world, I see loads of comments throwing around the word "art" like it’s nothing. And to some, it can be nothing. I believe the best art makes people see, think and feel something different. Real, true art–and great advertising–robs your attention like no other.?

“Art is not what you see, but what you make others see.” — Edgar Degas

Take the “I WANT YOU” campaign faced by Uncle Sam during WWI, then the “We Can Do It” campaign from Rosie the Riveter when WWII came around. They weren't just ads—they became timely cultural phenomena in the United States. Why? Because they tapped into something primal and universal: the desire to unite and belong.?

That’s art. It’s not just about the visuals and copy; it’s about the emotional impact and the cultural imprint it leaves behind.

Is Robbery an Aspirational Career Path? Asking for a Friend.

Almost everything we consider great has roots in something that came before it. The Beatles borrowed heavily from American rock and roll. Quentin Tarantino’s films are filled with homages to past cinema. The trick isn’t to copy; it’s to study and use the inspiration to create something unique and different.

“The only art I’ll ever study is stuff that I can steal from.” — David Bowe

When Apple launched its “1984” Super Bowl commercial, it wasn’t an original story (I’m seeing a trend). It was a play on George Orwell’s dystopian novel heavily recontextualized to make a bold statement about launching the Macintosh, positioning Apple as a revolutionary force against conformity. They stole the theme, but the execution was unique, and it became legendary.

We must continuously study and find inspiration to connect new dots and create something unique. It takes skill to pull off a heist. You don’t just walk in and grab the loot. You plan meticulously, study the best techniques used by others before you, and compile your strategy using the cream of the crop. (Go Huskers)

“My hobby is to pick out different things during what I read and piece them together and make a little story of my own.” — Louis Armstrong

Just remember that the line between counterfeit and craft is thin. A counterfeit ad feels hollow, like a poor imitation without depth. A crafted ad, however, feels authentic because it respects its origins while boldly forging a new path. It’s like the difference between a forged painting that mimics every brushstroke and a modern piece inspired by a classic but bursting with new energy and creativity.

How to Pull Off a Heist

1) Study the Route

Isaac Newton said, “If I have seen further than others, it is by standing upon the shoulders of giants.” To “steal” the best ideas, you must see the world through the eyes of your audience. What are their pain points? You have to figure out what makes them tick and, more importantly, what resonates.?

You’ll also start seeing how many ads are inspired by something before it. Whether it was "stolen" from 5 years ago or 50, it’s fun to observe what was done well, with careful attention to detail regarding consumer drive, nostalgia, and what was just a rehash.

2) Dissect & Digest

Perform what one could call a “creative autopsy.” Take a good ad and break it down into its components. What’s the message, the script? What are the visuals? Does it have audio? What is the tone and pacing? How does it make you feel when everything is combined? How does it make you feel when something is missing?

Each element plays a role in the overall impact. When you start breaking ads apart, you’ll begin to see patterns and techniques that make an ad successful and how they can adapt to become your ideas.

3) Craft, Don't Counterfeit

Here’s where the real art of the heist comes in. It’s about innovating, changing the angle and adding your twist. Think of it like learning to cook by reverse-engineering a favorite dish. You taste it, identify the flavors, and then try to recreate it with a little spice. The result should be something familiar yet new.

When Coca-Cola launched its “Masterpiece” pop art campaign inspired by Andy Warhol, it wasn’t just about selling drinks. It was about selling a lifestyle, an attitude. They took the concept of artistic innovation and turned it into a universal mantra that resonated far beyond soda. Think about how you can surprise your audience, challenge their expectations, and leave a lasting impression.

4) Execute Flawlessly

Your audience should never feel like they’re looking at a knock-off. They should feel like they’re seeing something fresh and feeling something new, even if the roots of your idea are borrowed.

Flawless execution is about attention to detail. It’s about ensuring that every aspect of your ad is polished and professional. This means clean visuals, sharp copy, and seamless integration of all elements. It’s about creating a cohesive experience that captivates your audience from start to finish. When you’re watching a movie, you want to immerse yourself in the plotline, not see the boom mic and be reminded that the actors are just on a set.

“It’s not where you take things from–it’s where you take them to.” — Jean-Luc Godard

Here’s to Being a Creative Thief

Just make sure you do it with a conscience, along with some vision, style, substance, and a touch of finesse. You can also ditch the ski mask, that is, unless you’re actually doing something illegal. Then, you should probably keep it on.?

Keep it 100,?

Luka Ivkovi?