Apple Taps Into UGC for New Ad
Apple has turned to the YouTube crowd for its latest iPod Touch advertisement, enlisting the help of 18-year-old English student Nick Hawley.
Using the song “Music is My Hot, Hot Sex” by Brazilian band CSS, Hawley created the ad for the Touch and uploaded it to YouTube (GOOG). It caught the attention of the folks at Apple (AAPL), who subsequently flew Hawley out to L.A. to work with advertising firm TBWA\Chiat\Day. Together, they will create the finished spot, using Hawley’s ad as inspiration.
This pro-am hybrid could mark a new phase in UGC content. Unlike the create-a-commercial contests, which rely entirely on outside vision, Apple’s approach blends the wild creativity of the masses with the strict brand protectionism of professionals. Look for more deals like this to come.
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[...] NewTeeVee: Apple gebruikt user generated content voor hun nieuwe advertentiecampagne. Investors Business Daily: Hulu ligt onder vuur. De service zou te laat en te beperkt zijn. New York Times: Google gaat adverteren op tv. TV Week: LimeLight komt met een HD downloadservice. [...]
[...] (perhaps due to our advice, not!), Apple recruited a young fella, Nick Haley, from England to make the new iPhone commercial. Why such a young kid? [...]
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