It seems like it was only yesterday that everyone was predicting that consumer generated spots were going to change advertising forever. But has this medium gone the way of internet films? Remember BMW’s internet movies? Those were cool. But then everyone had to do them. Of course, many ended up bastardizing the concept, creating commercials more than entertainment. Is consumer generated advertising suffering the same malaise? I thought the first generation spots were cool because they seemed honest and untouched by account planner’s hands. But then companies started soliciting people to create spots for them, with all kinds of stipulations like “show us ways people realistically overreact to our product that would appeal to everyone.” Despite these hurdles, some people put out a few pretty good spots, while many others seemed to flop. So I ask you, has consumer generated advertising lost its way?
Do my job for me,
Ron Lee – Sr. Copywriter
