Apple’s newest iPod Touch: DIY advertising in action
Despite what some folks are saying (The User-Generated Content Myth) based on looking backwards, people can make damn fine ads. They have the tools, the passion and the creativity.
And those ads can be more than just decent. They can rock as hard as any ad. Then they can catch the attention of the company they’re about and the agency that handles the account. They can be the entry for their creators into advertising glory.
The ads may run on their own. They may get reshot or edited. Standard creative process of iteration applies.
Even for one of the tightest global brands — Apple — DIY advertising is happening. They recently did exactly what AdHack proposes as the new ad creative production model. A DIY ad became their new ad.
The original ad for your consideration, created by Leeds University student Nick Haley on a Macbook with Final Cut Pro, some images off the apple site, and catchy music:
That caught the attention of Apple marketeers. They lit up Nick, flew him to their agency and asked him to help with a High Definition version of the ad. He obliged, they reshot and the following ad resulted:
By opening the creative process Apple wins, TBWA / Chiat wins and Nick wins. So how does this scale up to create a new advertising production process? Psst: AdHack. We’re playing but we’re not just playing.
Now who wants to be second to be first? Auditioning starts with the AdHack private alpha. Want to play with it? Tell me and you’ll get invited.
Update: Make sure to read the comments on the Digg listing for the story. They read like market research responses to the premise of AdHack.
Thanks to Joel for the pointers and Danny for the reportage.
