Snaps to Jackie Huba of Church of the Customer for alerting us to this one (BTW if you call yourself a marketer and you don't know, love and worship Jackie you seriously need to have your head examined). Apple apparently saw a kid's video about iPod Touch on Youtube (see below) and turned it into a TV spot. I have actually seen this spot a few times and not realized how it came to be.
The New York Times provides a bit more background if you are interested.
So what does this mean? First off, there's the kind of obvious point about Apple keeping their product closed to outside code developers, but open when it comes to marketing. Begs the question, is "user generated" OK for C, but not for IT?
Second, this UGC apparently was brought to light by the Apple marketing folks, not the agency. Raising the point, why is TBWA even needed? If you argue that the client is closer to the consumer (after all, they're in more direct contact with the consumer by selling a product to him/her than the agency ever will be), can't they just keep their eyes open for cool stuff and bring it directly to a broad consumer audience without paying the agency? Probably a controversial point, but one I think needs to be made.