Charlie Brooker: you've gotta love him - he's such an arch misanthrope.
Anyway, from Saturday's Guardian Guide, here's his POV on the state of modern advertising (and whatever side of the social media/crowd sourcing fence you sit, no one is safe!)...
"TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you're expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile. Then you upload the video to the creatives. You do the work; they still get paid.
Hail the rise of "loser-generated content"; commercials assembled from footage shot by members of the public coaxed into participating with the promise of TV glory. The advantages to the advertiser are obvious: it saves cash and makes your advert feel like part of some warm, communal celebration rather than the 30-second helping of underlit YouTube dog piss it is".
He then goes on to ritually disembowel the efforts of Oxo, Talk Talk and T-mobile.
And Loser Generated Content? That's us that is!
Obviously, the only contentious point is whether the creatives do still get paid ;o)
