Friday, October 26, 2007

User-generated ad airing on World Series Sunday afternoon

“I was sitting on the bus and I got this e-mail on my phone: ‘We represent Apple and we’ve seen what you have produced and we’d like a chat with you.’”
The quote is from the 18-year-old English student Nick Haley, who produced the “ad” bellow for the new iPodTouch with images from Apple’s very own website and an energizing tune by the Brazilian hot band Cansei de Ser Sexy[bb].



The video quickly became a kind of “underground” hit on YouTube and eventually got the attention of some Apple execs. Even though the ad will receive a “professional treatment” by Apple’s longtime Agency, it’s a major breakthrough for UGC – user-generated content.
First, the Internet disintermediated the commerce, directly connecting businesses and consumers – Amazon, Dell, and eBay were born. Today, it is blurring the line between consumers and producers, and a handful of entrepreneurs are developing business models to harvest the power of the crowd. In the advertising crowdsourcing arena, there are GeniousRocket and BlinkBox, for instance.
It is unlikely that ad agencies will completely disappear and hordes of organized creative people working at home will take place. However, the middleman is clearly losing power and professional content producers will have to reinvent themselves as we witness the rise of the “Creativity Democracy”. As a popular American president once said - “May you live in interesting times”.
Student’s Ad Gets a Remake, and Makes the Big Time - New York Times

Update
Bellow, Apple's official version that aired on Sunday.




Carlo Dapuzzo

Carlo Dapuzzo is a Senior Associate at the VC firm Monshees Capital. He holds a BS in Production Engineering from Universidade de São Paulo, with a one-year scholarship at McGill University.

1 comment:

s said...

Cool... :) Muito bom pro CSS tb... eles têm algumas músicas bem legais.
Checkout www.geniusrocket.com e www.zooppa.com - sites para "UGAdds"
Abraços
GC