CGMers are getting their 15 minutes This consumer-generated advertising thing is starting to get way too meta for me, now that for the third time this week, I’ve seen a story in a local newspaper about someone who has reached the finals in their lifelong dream of creating an ad for—fill in the blank—Doritos or the NFL or Chevrolet or … In the latest example, Kristin Dehnert, who, would seem to have a leg up in the Doritos competition since she’s a scouting and location manager by day, gushes, " … it's so all-American—Doritos and the Super Bowl. Everybody has had orange fingers from Doritos." While true, we’re getting nervous that the next thing we know these people will start getting parades in their honor or something. And, you have to wonder, if any of this stuff is truly consumer-generated in what is meant by that term anymore—it's more appropriate to think of many of these contests as being for up-and-coming creative execs who can now bypass the usual formalities of the hiring process and get notice quickly. Not that there's anything wrong with that, but is that really the voice of the consumer? I think not.   —Posted by Catharine P. Taylor

January 11, 2007 | Permalink

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Absolutely. And, furthermore, it begs the question: Was it right for Advertising Age to declare "You" the agency of the year when a disproportionate amount of the "user generated content" posted and propagated is coming from a very niche subset of the total consumer population. The "You" in question is, in reality, a pretty small collection of people.

Posted by: | Jan 11, 2007 6:43:51 PM

Hello.. thank you for using a still from our commercial in your blog about the contest! 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 creators 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 -- thanks you for blogging, I enjoyed your post about the contest. Joe Herbert.

Posted by: Joe Herbert | Jan 12, 2007 1:30:20 AM

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