The Guardian’s Charlie Brooker has written a rather enjoyable rant about ads featuring what he terms ‘loser-generated content’.

The ads he talks about are really less about crowdsourcing and co-creation than the appearance of crowdsourcing and co-creation, which can be just as artificial as doing things the old-fashioned way. Which goes to show that there’s still plenty of maturing to do in this area. Presumably once the idea of ordinary people getting involved in this sort of thing is less shiny and new, we won’t see it presented quite so ostentatiously.