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Sighted: The Limits Of The User-Generated Ad

Posted by: Jon Fine on March 6, 2007

I have very little patience for arguments that hinge on exalting “professional” content over “amateur” stuff. Much of that divide came about when there was more scarcity in distribution back in pre-Internet days, when the only ways of pushing stuff to the public were essentially monopolized by the likes of newspapers and big movie studios. The years I spent geeking out on ‘80’s and ‘90’s indie rock convinced me that there tons of good stuff to be found outside the pro arena. (And not just “good” stuff. Hell, most of it was better than what the allegedly pro places were shoveling our way.)

That said: I completely agree with Slate’s Seth Stevenson in his evisceration of this newish consumer-produced ad from Dove. Bad spot, bad lighting, awkward choreography.

A nice smile at the end, yes, but somewhere an ad creative—excuse me, an ad “pro”—is laughing his smug head off.

Reader Comments

Art Holt

March 8, 2007 12:16 PM

Very good comments in your March 5th TV Boomlet story. One note, for the record:

McGraw-Hill actually is the licensee of 9 commercial TV stations in the United States....including 5 Azteca Network LPTV stations.

This is just an FYI....enjoy your column!

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The media world continues to shapeshift as new forms arise and old assumptions erode. On this blog, Bloomberg Businessweek will provide sharp analysis and timely reports on the transformation of this constantly changing terrain.



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