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What the hell happened to having an IDEA?

It would seem that user generated content is now officially a trend as Time magazine has named you as the person of the year for the rise of user generated content. Somehow this trend has gone horribly wrong as Madison avenue is now content to turn the vision of their clients brands over to the consumers and let them do their jobs for them.

Southwest is the latest major marketer solicit clips of users’ most awkward or humiliating moments on YouTube. Southwest joins ongoing Superbowl contests from Doritos (Crash the Superbowl) and the NFL (Super Bowl Super Ad), as well as past entrants like Mastercard (Priceless.com) and Converse (Converse Gallery), not to mention the doomed direct publishing model from Chevy Tahoe.

I believe that there can be power when you let consumers become participants and not spectators when it comes to your brands but there has to be line where we as advertising professionals are the experts and guides for our clients. Maybe it is because I am a second generation creative director who grew up with the “old” agency model that believed in good ideas or maybe it is because I refuse to join the growing mass of creatives who are allowing themselves to be reduced to nothing more than the people who dig through piles of YouTube video for the funniest fart joke for their next tv spot. So to those executives who find their ad agencies telling them that their best idea is someone else’s idea I would say that if you believe that then you should follow that logic through and fire them on the spot and let a focus groups write your next campaign.

1 Comment

  1. herbertbros

    January 16, 2007 at 3:07 pm

    Hello, I was part of the team that created DUCT TAPE, a current top five finalist in the Doritos Super Bowl Commercial contest. We’re honored to be in this position, as first time TV commercial makers we’re up against some pros… and we’re asking people to please support us by casting their vote for DUCT TAPE at http://www.crashthesuperbowl.com — I enjoyed your post about CGC, and I think it’s great for everyone, though I’m biased in that… I do appreciate the opportunity Doritos has given us, and I think all of the finalists did a great job! Joe Herbert.

    http://www.jumpcut.com/view?id=79EA4040802C11DB8702266C9A2E700D

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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