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Jamie Barrett, creative director at Goodby, Silverstein & Partners, has worked on many high-profile campaigns over the course of his 20-year career, but has never had one of his spots air on the Super Bowl. Next year, one of his clients, Doritos, will debut a commercial on the big game, but Barrett and his creative team aren’t creating it. Instead, Frito-Lay is having consumers submit homemade videos for consideration and, once the five finalists are posted to Yahoo Video, will allow the public to vote on which should win.

Also in the market for consumer-generated Super Bowl ads: Chevrolet and, as of last week, the National Football League. The trend, which started as an Internet phenomenon, has gone mainstream. So where, exactly, does that leave creatives?

It would seem left out of the loop. But if Barrett and his creative team are disappointed to lose the spotlight to an unknown Doritos fan, they’re not letting on.

“We don’t give a shit,” he says, explaining he feels no less creative satisfaction. “We are creating it. We are the masterminds. … What’s more exciting to me than creating [a] Super Bowl spot is doing something that hasn’t been done before.”

In fact, some say, their jobs have only gotten more involved, especially in the areas of promotion and event planning, two areas once considered unglamorous below-the-line assignments.

“It’s become a more protracted process,” says David Baldwin, ecd of McKinney in Durham, N.C., which has produced several campaigns incorporating consumer participation, including Audi’s “Art of the H3ist.” “It’s time intensive, it’s production intensive and you have to manage it 24/7.” And that, he adds, “is where the fun is.”

These new responsibilities also mean that creatives frequently become über managers. Because these campaigns naturally involve additional players, including engagement planners, digital experts and, of couse, consumers themselves, their worlds have gotten larger. “The old model was a very small team. Now you have to use a lot of different people,” says Robert Rasmussen, creative director at JWT, New York, which has been asking JetBlue fans since March to record their airline stories in customized story booths. So far, the agency has produced animated spots for TV and the Web from those stories. In doing so, Rasmussen adds, they used “a whole roundtable of different people from different walks of life [including] an architect and a software designer to create the booth.”

But while it may seem there’s a lot of “new” going on in creative circles these days, there’s also a lot of “old.” Some creatives liken the consumer-generated trend to the jingle-writing contests marketers held in the golden days of radio. Barrett describes the Doritos effort, of which the Super Bowl spot will be only one of many ways Frito-Lay will invite consumers to engage with the brand, as “promotions done in a modern way.”

Some clients don’t anticipate leaving their brand’s message up to consumers, regardless of the campaign. “It makes me nervous even to imply that we wouldn’t need creative directors or agencies doing our advertising,” says Cheryl Guerin, vice president of promotions and interactive at MasterCard, which will air a “Priceless” commercial by year’s end that incorporates copy written by a consumer and footage produced by McCann Erickson. More than 100,000 consumers entered their copy lines on the priceless.com Web site since the contest kicked off during the Academy Awards in March. “Consumer-generated advertising is that particular person’s perception of how they see the brand,” Guerin continues, “not necessarily how we want to be perceived or where it is going long term. … The agencies help us reinvent a fresh way of looking at consumer-generated advertising.”

John Bulter, creative director at Butler Shine + Stern in Sausalito, Calif., one of the architects of the two-year-old Converse Gallery campaign featuring consumer-created ads, notes as well that “you are always going to need people to come up with ideas. [And] somebody is still going to have to go through all this stuff.”