Via Adrants, though oddly, Adrants doesn’t link to this site, so also via Google. ANYWAYS…

Unlike AttentionTrust, this is something that I can really get behind. coBRANDiT lays it out simply on their modest little webpage (which is also a STS candidate), and puts it all out there in a nice neat package, right in the first post. Pay attention Seth Goldstein, this is how to cut straight to the point.

It all started this way: My cousin Jesse and I were sitting around drinking beer. Heineken. And we were talking about how, from a mktg standpoint, Heineken was right where it wanted to be: in our ‘fridge, on our table, in our hands, being drunk (er, consumed…) That being the case, any additional mktg dollars spent on us by Heineken would be wasted (er, unnecessary). So instead of spending more cash on advertising to Jesse and I, Heineken should be giving us their money directly, in exchange for which we would give them video testimony of our world and Heineken’s place in it. It was (and is) our belief that a documentary of that sort would be a lot more interesting than a typical stupid ad.

I like it. Consumers making the campaigns. “Commercials” created by real people in real situations, really talking about and using the brands they love. I would be less excited about my upcoming Tivo investment if more commercials were made by actual people and didn’t feature Lee Iacocca and Jason Alexander.