The song, which was used in Em’s movie 8 Mile, was also featured in a similar commercial from a Chrysler campaign called “Imported from Detroit” for its new Chrysler 200 model.
Interestingly, Audi claims that their viral video was “not an advertisement.” However Eminem’s publishing company Eight Mile Style LLC doesn’t see it that way and has filed a lawsuit in a Hamburg, Germany court. In the ad, a man drives the luxury vehicle through a city as the memorable guitar rift and snare taps from “Lose Yourself” play in the background.
The Detroit native’s legal team claims that not only did Audi use their client’s song in their commercial, but they allegedly took elements of Chrysler’s advertisement.
Exactly how much the plagiarism will cost Audi is unclear. This isn’t the first time Eight Mile Style has defended Marshal Mathers and his copyrights. The company settled out of court with Apple two years ago over claims that iTunes illegally profited from digital downloads off Aftermath Records. —Nicole LoPresti