Reddit users are accusing Unilever male deodorant brand AXE of "stealing" their content in a recently-launched advertising campaign, without giving them credit.
Last month, AXE launched a new online video series called "Shower Thoughts," produced by its agencies Defy Media and Mindshare Entertainment.
The first ad in the series sees a man pondering to himself in the shower: "When you're criticised for being short, they're really just saying the worst thing about you is that there isn't more of you."
The ad then cuts to a scene of 5' 3'' basketball legend Muggsy Bogues completely outplaying two taller men who challenge him to a two-on-one game on the basketball court.
Reddit user "Sleepy_time_wit_taco" posted the ad to the /r/PolitcalVideo subreddit, with the title: "'AXE' is jacking our shower thoughts and not giving credit. Literally word for word."
In August last year, "JaSfields" had posted in the /r/Showerthoughts subreddit: "When you're criticised for being short, they're really just saying the worst thing about you is that there isn't more of you."