Why+Bother

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http://www.nytimes.com/2007/10/26/business/media/26appleweb.html media type="youtube" key="KKQUZPqDZb0" height="344" width="425" =**Student’s Ad Gets a Remake, and Makes the Big Time** = By [|STUART ELLIOTT] Published: October 26, 2007 The idea that you do not have to be a professional to create a good commercial is becoming widespread, in a trend known as consumer-generated content. Leave it to __[|Apple] __ to — paraphrasing the company’s old slogan a bit — think differently. A television commercial for the new__[|iPod] __ Touch from Apple, scheduled to begin running on Sunday, is being created by the longtime Apple agency, TBWA/Chiat/Day. It is based on a commercial that an 18-year-old English student — an Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3 — created on his own one day last month. His spot offers a fast-paced tour of the abilities of the iPod Touch, set to a song titled “Music Is My Hot, Hot Sex” by a Brazilian band, CSS. Mr. Haley said he was inspired to make the commercial by a lyric in the song, “My music is where I’d like you to touch.” He based the visual elements on video clips about the iPod Touch and other new products, which can be watched on the Apple Web site (__apple.com __). He uploaded his commercial to YouTube, where it received four stars out of a possible five and comments that ranged from “That’s awesome,” followed by 16 exclamation points, to “Makes me want to buy one and hack it.” As of yesterday, Mr. Haley’s spot has been viewed 2,131 times on __youtube.com __. Among the viewers were marketing employees at Apple in Cupertino, Calif., who asked staff members on the Apple account at TBWA/Chiat/Day to get in touch with Mr. Haley about producing a professional version of the commercial. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“I was sitting on the bus and I got this e-mail on my phone,” Mr. Haley, a native of Warwick, England, said in an interview yesterday from the University of Leeds, where he is a “fresher,” or first-year student. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The message said, “ ‘We represent Apple and we’ve seen what you have produced and we’d like a chat with you,’ ” Mr. Haley recalled, adding: “This seemed ridiculous and far-fetched. My initial reaction was, someone wanted to steal it.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">He was soon convinced that the message was real and came to Los Angeles this month, in his first visit to the United States, to work on a broadcast-ready version of his spot with creative executives at TBWA/Chiat/Day, part of the TBWA Worldwide division of the__<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">[|Omnicom Group] __. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Consumers creating commercials “is part of this brave new world we live in,” said Lee Clow, chairman and chief creative officer at TBWA Worldwide, based in the Los Angeles neighborhood of Playa del Rey. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“It’s an exciting new format for brands to communicate with their audiences,” Mr. Clow said. “People’s relationship with a brand is becoming a dialog, not a monolog.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The commercial based on Mr. Haley’s spot will be seen on football games Sunday afternoon and on “Desperate Housewives” and Game 4 of the World Series that night. It is also to be shown in Europe and Japan. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">As for how faithful the professional spot is to the amateur version, Mr. Clow said, “we didn’t mess with his content” because “it has a charm to it, a youthful fun.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The changes include more polished editing and filming the new version in high definition. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“My input was totally respected,” Mr. Haley said, adding that he considered the agency’s commercial “pretty similar” to the original. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The experience of working with the agency executives was “overwhelming, surreal and fantastic, all in one,” said Mr. Haley, who is studying politics at Leeds. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“This is my first taste” of advertising, he added, but offered a thoughtful response when asked what it means if consumers like him are willing to make commercials. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“That’s the whole point of advertising; it needs to get to the user,” Mr. Haley said. “If you get the user to make the ads, who better?” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">As heartily as Mr. Clow endorsed the concept of user-generated content, he suggested that turnabout is fair play. <span style="font-family: Georgia,serif; font-size: 15px; line-height: 22px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">At TBWA, “we’re producing films we put on YouTube that we make in a day and a half in the parking lot,” he said, laughing.

<span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">And More here: <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">http://www.nytimes.com/2007/10/31/business/media/31adco.html

=<span style="font-size: 1.4em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 5px;">**A Consumer’s Spot for Apple Grows Up** = <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">By <span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">[|STUART ELLIOTT] Published: October 31, 2007 <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">THE idea that you do not have to be a professional to create a good commercial is becoming widespread, in a trend known as consumer-generated content. Leave it to __<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">[|Apple] __ to — paraphrasing the company’s old slogan a bit — think differently. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">A television commercial for the new__<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">[|iPod] __ Touch from Apple, which began running on Sunday, was created by the longtime Apple agency TBWA/Chiat/Day. But it is based on a commercial that an 18-year-old student in Britain — an Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3 — created on his own one day last month. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">His spot offers a fast-paced tour of the abilities of the iPod Touch, set to a song titled “Music Is My Hot, Hot Sex” by a Brazilian band, CSS. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Mr. Haley said he had been inspired to make the commercial by a lyric in the song, “My music is where I’d like you to touch.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">He based the visual elements on video clips about the iPod Touch and other new products, he said, which can be seen on the Apple Web site (__<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">apple.com __). He uploaded his commercial to YouTube, where it received four stars out of a possible five and comments that ranged from “That’s awesome,” followed by 16 exclamation points, to “Makes me want to buy one and hack it.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Late last week, Mr. Haley’s spot had been viewed 2,131 times on __<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">youtube.com __. Among the viewers, Apple executives said, were marketing employees at Apple in Cupertino, Calif., who asked staff members on the Apple account at TBWA/Chiat/Day to get in touch with Mr. Haley about producing a professional version of the commercial (which, truth be told, had the same look and feel as many of Apple’s other ads). <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“I was sitting on the bus and I got this e-mail on my phone,” Mr. Haley, a native of Warwick, England, said in an interview last week from the University of Leeds, where he is a “fresher,” or first-year student. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The message said, “‘We represent Apple and we’ve seen what you have produced and we’d like a chat with you,’” Mr. Haley recalled, adding: “This seemed ridiculous and far-fetched. My initial reaction was, someone wanted to steal it.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">He was soon persuaded that the message was real and traveled to Los Angeles in October, in his first visit to the United States, to work on a broadcast-ready version of his spot with creative executives at TBWA/Chiat/Day, part of the TBWA Worldwide division of the__<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">[|Omnicom Group] __. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Consumers creating commercials “is part of this brave new world we live in,” said Lee Clow, chairman and chief creative officer at TBWA Worldwide, based in the Los Angeles neighborhood of Playa del Rey. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“It’s an exciting new format for brands to communicate with their audiences,” Mr. Clow said. “People’s relationship with a brand is becoming a dialogue, not a monologue.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The commercial based on Mr. Haley’s spot was seen on football games Sunday afternoon and on shows that night, including “Desperate Housewives” and Game 4 of the World Series. It is also to be shown in Europe and Japan. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Apple paid for Mr. Haley’s expenses while he stayed in Los Angeles, said an Apple spokesman, Steve Dowling, and also “compensated him like any creative professional, for his idea and his contributions to the creative process.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">Although Mr. Dowling declined to say how much Mr. Haley had been paid, he said the company would also be “making a significant financial contribution toward his education at Leeds” and — at Mr. Haley’s request — giving him Apple products like a __<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">[|MacBook Pro] __laptop. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">YouTube visitors have flocked to watch Mr. Haley’s original spot (__<span style="background-attachment: initial; background-clip: initial; background-color: initial; background-origin: initial; background-position: 100% 50%; background-repeat: no-repeat no-repeat; cursor: pointer; padding-right: 10px;">youtube.com/watch?v=KKQUZPqDZb0 __) since the professional version began running on TV. As of yesterday, viewings had grown to more than 490,000. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">As for how faithful the professional spot is to Mr. Haley’s amateur version, Mr. Clow said, “we didn’t mess with his content” because “it has a charm to it, a youthful fun.” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The changes include more polished editing and filming the new version in high definition. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“My input was totally respected,” Mr. Haley said, adding that he considered the agency’s commercial “pretty similar” to the original. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">The experience of working with the agency executives was “overwhelming, surreal and fantastic, all in one,” said Mr. Haley, who is studying politics at Leeds. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“This is my first taste” of advertising, he added, but offered a thoughtful response when asked what it means if consumers like him are willing to make commercials. <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">“That’s the whole point of advertising; it needs to get to the user,” Mr. Haley said. “If you get the user to make the ads, who better?” <span style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">As heartily as Mr. Clow endorsed the concept of user-generated content, he suggested that turnabout is fair play. <span style="font-family: Georgia,serif; font-size: 15px; line-height: 22px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;">At TBWA, “we’re producing films we put on YouTube that we make in a day and a half in the parking lot,” he said, laughing.