UGC – User Generated Content, recently took another big step forward when Etys, an online store front for hand made and vintage articles, turned to its clients for advertising ideas. They ran a contest for 30 second video promoting Etsy. The results, seen at http://tv.etsy.com/, not only capture the spirit of the company but are innovative and entertaining. As Bob Garfield puts it in Ad Age:
The results are positively remarkable. The 10 semi-finalists are as a group better thought-out and realized than any 10 random commercial running on TV anywhere in the world. And a whole lot more charming. As for the three finalists, each is a means of telling the Etsy story in the Etsy-ish of ways.