Dude probably knows very little about ROI...

Here's a story to make you doubt your own future/the choices you've made/whether creativity needs a teacher. An 18-year-old Mac devotee/college student in England created his own amateur ad for the iPhone after being inspired by a song lyric. Ever clever, TBWA (Apple's agency) saw an opportunity for free thinking and free publicity, and has contacted the kid about turning his video into a real commercial. Like, the kind that people get paid hundos to make. While the video's cool, and represents an nice piece of cultural thinking in its lyric connection, the real genius here is TBWA's willingness to embrace the phenomenon of user-created commercials. What better way to push Apple's brand position as enablers of creativity than to trumpet work made by one of their advocates?

A quick review: a guy who loves the Apple brand used his Apple to make an ad about an Apple product, for no other reason than because he loved it so much and was feeling creative. And now that story is being reported on by a.) real newspapers and b.) guys like me. For free.

Levels, man. Levels.