BBC Breakfast call out Australian breakfast show for plagiarising their advert

"We thought this looked familiar!!!"

BBC Breakfast has called out the Australian broadcaster Channel Nine after the latter appeared to rip off the tone and style of one of their TV adverts.

The BBC’s flagship morning programme noted the blatant similarities between their 2016 advert and Channel 9’s recent promo, which first aired in Australia earlier this month, in a tweet posted yesterday (January 19).

Splicing their advert and Channel Nine’s together to demonstrate the similarities, BBC Breakfast then tweeted the clip along with the caption: “We thought this looked familiar!!!”. See the clip below.

Asked about the similarities, a spokesperson for Channel Nine noted that their promo had only aired for two weeks since premiering earlier this month.

“The promo ran for a short period over the [Australian] summer period and hasn’t been on air for more than two weeks,” the spokesperson told

See the two adverts in full below, starting with BBC Breakfast‘s promo.

Back in September, BBC Breakfast presenter Dan Walker suffered an unfortunate slip of the tongue live on air as he uttered the word “c***” as he introduced a segment.

Walker later responded to the incident – which went viral on social media – on Twitter, joking: “Think I got away with it. Not sure anyone noticed”.