Eight Mile Style LLC, the publisher of Eminem's copyrights, is seeking a cease-and-desist order against Audi AG with the claim that the car company has used the rapper's signature hit "Lose Yourself" in a European television ad for the 2012 Audi A6 Avant. The ad, which you can watch here, features music that is clearly meant to sound like Eminem's Academy and Grammy Award-winning single, but is altered slightly, likely to evade licensing issues.
Though Eight Mile Style is only pursuing action regarding the unauthorized use of Eminem's music, a spokesmen for the publishing company noted that the advertisement lifts visual elements from Chrysler's "Imported from Detroit" campaign, which used the song with permission. Chrysler has not announced any legal action against Audi, but has been very protective of the "Imported from Detroit" campaign. Earlier this year the company sued Pure Detroit, a small chain store in Detroit, over unauthorized use of the slogan.