Major Brands Ask Consumers to Create New TV Ads
User-generated content, which has become a large part of all online-based media, is moving offline. Three major brands -- Sony, Toyota, and L'oreal -- have agreed to ask consumers to create their commercials instead of the typical route of having them produced by an ad agency. All ads will be aired on the youth-oriented Current TV network, which is backed by former U.S. Vice President Al Gore. Current TV's Anne Zehern articulated the major change for marketers, noting they had shifted from "brand guardians" to "brand hosts".
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