Doritos has a new TV ad that launched last night during this month’s Euro 2008 football championship. The spot cost £6.50 to produce (minus labour costs we imagine) and was made by by Matt Bowron and John Addis, winners of a user-generated-content competition run by Doritos titled "You make it, we play it".

Watch the video here.

Once again it seems, companies are realising the power and appeal of consumer brand champions. But is this homemade homage stuff right for every brand?

Not according to one media buyer interviewed by the Guardian who says:  "Some expensive ads made by big agencies are terrible so user-generated
ads are not necessarily a bad idea but they probably only work with
some clients. You probably wouldn’t see it with, say, BMW which needs
slick ads but non-glamour advertising for brands such as Pringles and
Doritos might work if it is done well enough."

Yeah….how many people would watch non-professional coverage of a BMW? (try seven million on this YouTube segment).