• Media Life, Wednesday, February 7, 2007 11:45 AM

In a year said to feature a lack of standout Super Bowl commercials, consumer-generated ads seem to have created some excitement. The four ads conceived by amateurs that aired in Sunday's game received good response, generating big buzz for the companies behind them: Chevrolet, Doritos and the National Football League.

And it is likely we will see more like ads to come -- and not just for big events like the Super Bowl. That could mean big changes on Madison Avenue. "I think there's no question we will see a lot more of this," says Tim Calkins, a professor at Northwestern's Kellogg School of Management, who runs an annual Super Bowl ad review.

"The three Super Bowl advertisers that used consumer-generated spots ended up with good creative, but terrific PR. So the overall effect is very positive."

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