The EasyJet ad, which created was in-house, shows a picture of a disgruntled looking man with the words: "I would never fly EasyJet - George Smith, management trainee, aged 47".
The ad for the Economist was created by Abbott Mead Vickers' David Abbott and first appeared in 1989. It is often heralded as a prime example of good copywriting, and was nominated in industry bible ±±¾©Èü³µpk10's advertising Hall of Fame in 1999.
The complaint against EasyJet, made to the Advertising Standards Authority, says that the ad is in breach of section 21.1 of the code, which states: "Advertisers should not make unfair use of the goodwill attached to the trademark, name, brand, or the advertising campaign of any other organisation."
Jacqui Kean, brand marketing manager for The Economist, said: "We have to protect our brand. It's an iconic and much-awarded campaign and our investment in the 17 years since it was developed has paid dividends."
However, EasyJet says it plans to defend the complaint vigorously. Toby Nicol, spokesman for EasyJet, said: "The Economist doesn't have a leg to stand on because we didn't steal their ad.
"We genuinely think it's conceited of them. The ad is not that famous. You can't copyright an advertising concept."
Club 18-30 paid homage to the Economists distinctive white-out-of-red posters with an advertising campaign created by Saatchi & Saatchi. The Economist wrote to both parties about the ad, but did not lodge a formal complaint.
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