Editor's note: Bob Garfield is the advertising critic and editor at large for Advertising Age. He agreed to share some thoughts with us about user-generated advertising.
iMedia: What are the five best user-generated ads (UGA), and why are they the best?
Garfield: Best?
iMedia: The five best UGA.
Garfield: You think that's a simple question, but it isn't, because "best" implies at least a modicum of worthiness. At the moment, it's like asking who are the five best candidates for president. The list might be shorter than five. It might be a lot shorter.
Bob Garfield is a columnist, critic, essayist, pundit, international lecturer and obscure broadcast personality. Read full bio.
iMedia: Are you saying there is no worthwhile UGA?
Garfield: That's almost what I'm saying. In the brief history of this genre, the vast majority of spots -- and there have been many thousands produced -- are just sad and clueless.
iMedia: That's a harsh verdict.
Garfield: I'm being kind, because otherwise my blood pressure spikes and spittle starts flying. Most of this stuff has no sense of brand, no sense of audience, no sense of an underlying selling message. And the spots that actually do go beyond just showing off tend to be pale imitations of Madison Avenue. Mediocre concepts and low production values are not a good combination. It's just painful to watch.
iMedia: So you're against UGA?
Garfield: Well, no, surprisingly enough, I'm not. I've actually blogged about this and it will be reflected in my next book. I think companies are wise to embrace UGA for no other reason than getting the experience of cultivating users as resources and evangelists for their brands. It's a very important listening exercise. And, of course, if you put a million monkeys at a million typewriters…
iMedia: …you might come up with the next big idea.
Garfield: Exactly. I mean, the monkeys are underperforming at the moment. But maybe in time…
iMedia: So your Top 5.
Garfield: Top 6.
iMedia: Huh? Didn't you say you had trouble coming up with even five?
Garfield: One's sort of a bonus. Just humor me, all right?
iMedia: Why not. The list?
Author notes: Nanette Marcus is the cover stories editor for iMedia Connection. Read full bio.