More than a couple of times in my advertising career, a client has said, "Let's copy that great ad/commercial/campaign that so-and-so did."
We would reply, "But it has already been done."
And they'd look at us like we were stupid and say, "Yeah, and it worked, so let's do the same thing."
Those would be the moments I'd remember that most businesses just copy what works. That's why there are more than one business offering essentially identical products and services.
Once in a blue moon, someone comes up with something new. Then others rush to copy it. Some will improve it, give it their own unique twist, but most will be happy with me-too products as long as they're profitable. After all, originality is expensive. Because it's rare.
Meanwhile, we creative people are driven by other things. First, we love thinking up new stuff. We love finding new solutions for the same handful of universal marketing problems. (Sorry, captains of business, your problems aren't unique.) Because new is more fun. New shows how smart we are.
But new also grabs the audience's attention. At least when new is also good. So that's the second reason we insist on doing something different.
The third reason is that if your campaign is a copy of a wildly successful one, people think it's for the original company. And if they realize it isn't for the original company, they will think your company makes knock-off crap.
(Okay, a confession:. Most creative people get sucked into trends and fads. Even creative people who aren't total hacks. But we usually try to work some morsel of originality into our "ironic homages." Sometimes dressing up a cliche requires more creativity than coming up with something totally original.)
I knew I was working at the wrong company when the president—a PR man who'd probably been recycling the same five marketing plans for decades—whined that the agency would be more profitable if we creative folks would stop trying to reinvent the wheel with each client. We were R&D but he wanted us to be manufacturing.
Maybe there's a deeper psychological force involved with some clients' willingness/eagerness to immitate. Maybe it's that thing from our teen years where we believed the key to popularity was being like the cool kids. Or maybe it's an authoritarian thing where one follows the leader and conformity is a virtue. And maybe the "trouble" with creative types is that we didn't think the cool kids were cool, and we didn't want to follow anyone. That's why we got into writing and art instead of business.