This whole “open source” movement is quite fascinating, especially now that it is reaching things like advertising.
The people behind coBRANDiT believe that as consumers own the brand, they are the people most capable of advertising something they love. So, they asked people to send in homemade advertisements because they believe “that reality is more interesting than fantasy.”
It’s a really interesting concept, but I remain skeptical. Advertising has so many more levels to it than just what a consumer likes.