User-generated spots have a familiar ring

Dove
Time again to check in on the consumer-generated ad revolution. The latest assault is coming on Sunday, Feb. 25, from Dove, which will debut a user-created ad for its Cream Oil Wash during the Oscars broadcast. The finalists are up on the campaign’s Web site. Like many of the consumer creations that have come before it, the Dove finalists are well-versed in what goes into making a commercial. That’s what’s always struck me with these consumer ads: Regular people have watched so many commercials over the years that when asked to create their own spots, they tend to simply imitate what agencies do, even making sure to shoe-horn in all the product attributes. The end results are pretty typical 30-second spots, albeit with lower production values and worse-looking actors.

—Posted by Brian Morrissey