Apple has turned to a UK-made user-generated video for its next iPod touch ad, which is based on a fan commercial created by 18-year old student, Nick Hayley.
The TV ad was created by Apple's long-time agency, TBWA/ChiatDay - but the company turned to Hayley's video for inspiration.
A Mac user since he was three years old, Hayley's original commercial is set to the song “Music Is My Hot, Hot Sex” by CSS and describes the player’s music, videos, photos, Safari, and iTunes abilities.
Haley made the video available through YouTube, where Apple marketing employees saw it and then asked TBWA/Chiat/Day to contact Haley about producing a more professional version of the commercial.
"I was sitting on the bus and I got this e-mail on my phone," Haley told the New York Times: "We represent Apple and we've seen what you have produced and we'd like a chat with you," Haley said, adding: "This seemed ridiculous and far-fetched. My initial reaction was, someone wanted to steal it."
The Leeds University student was dubious at first, but then followed through on the contact. He was flown to Los Angeles to work on a broadcast-ready version of his ad with creative executives from Apple's ad agency.
The ad agency made few changes to Hayley's concept, with TBWA/Chiat/Day chairman and chief creative officer Lee Clow saying: "We didn’t mess with his content” because “it has a charm to it, a youthful fun.”