User-created content tends to be relegated to the internet, but this is not the case for an 18-year-old Brit named Nick Haley.

The Apple devotee produced his take above of an iPod Touch commercial and uploaded it to YouTube. The video mirrored much of Apple’s recent upbeat music style of typical iPod ads. Haley’s inspiration came from the lyrics “My music is where I’d like you to touch” from the catchy song, “Music is my hot, hot sex” by Brazilian band CSS. The video gained popularity almost immediately, and eventually caught the eyes of some big wigs over at Apple who liked what they saw.

“I was sitting on the bus and I got this e-mail on my phone,” he told the New York Times. The message was from Apple, saying that it would like to chat with him about his commercial. “This seemed ridiculous and far-fetched. My initial reaction was, someone wanted to steal it,” Haley said.

Eventually, Apple’s advertising agency TBWA/Chiat/Day contacted Nick, flew him in and both immediately got to work on a more polished high-definition version.

Consumers creating commercials “is part of this brave new world we live in,” said Lee Clow, chairman and chief creative officer at TBWA Worldwide.

“It’s an exciting new format for brands to communicate with their audiences,” Clow said. “People’s relationship with a brand is becoming a dialogue, not a monologue.”

“That’s the whole point of advertising; it needs to get to the user,” Haley said. “If you get the user to make the ads, who better?”

The new commercial aired this past Sunday afternoon during the football games, Desperate Housewives and Game 4 of the World Series. It is also to be shown in Europe and Japan.

Leave it to Apple to ‘think differently’ even when it comes to their ads.

New York Times

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