The Internet and low-cost digital production methods have given marketers powerful new tools. This program explores the results: a new wave of advertising that relies increasingly on consumer-generated content and rejects the ad forms of conventional television. Featuring interviews with Matt Creamer of Advertising Age, Joseph Jaffee of the marketing company Crayon, Kevin Roberts of Saatchi & Saatchi Worldwide, and others, the program presents several ad campaign case studies. These include Sunsilk Shampoo’s Wig Out initiative, Dorito’s call for homemade commercials, and—perhaps the godfather of consumer-generated ads—the Diet Coke and Mentos online phenomenon. (45 minutes)