The best ads on last night's coverage of the Superbowl were brought to us courtesy of Doritos. I didn't even realize that they were user generated until I saw the winners on the Today Show this morning. What's quite cool is that the winning ad, "the crash" was filmed on a budget of $12. Opps. A ad exec quoted in the WSJ said it was scary that amateurs could put together something so good. It definitely scored with the group with whom I was watching.
On Today's discussion about the ads, Matt Lauer roundly dismissed the automotive ads. Donnie Deutsch threw in something complimentary about one of the ads featuring a robot for GM. While the NYT also praised it, I also happened to notice that the ad was produced by Deutsch. Okaaay.
On the topics of coach potatoes, Reuters reports on an article from the journal of the American Academy of Pediatrics. It reports that a 4 year study of more than 10,000 U.S. children found that, "Simply restricting television viewing may not be effective in increasing physical activity."
Advertisers Discover Video
Another article in today's NYT reports on a number of advertisers meeting with success as a result of posting videos, much of it user generated, online. Notables are 1-800-Flowers.com, Buy.com, and Blendtec.com. At this point, the videos are novelties. What remains to be seen is whether they will translate into real sales. Some companies are wary of getting involved with soliciting user generated videos, fearing a loss of control. That problem should be solved, at least to some extent, by BazaarVoice.com, a company that helps clients review posted content.