Watch the two clips below and see if you agree: when the professional ad makers take on the distributed, collective intelligence of the internet, the ad guys risk losing. Here’s what I mean: McCain’s video folks are clearly very talented, in that they can craft an effective ad in a very short time. They have to — turnaround for a political spot in a fierce battle is less than a day if you want to answer your opponent in time to catch the media wave. But what they produce is still just a standard political ad, with the usual imagery, the usual music and the usual “I’m great and my opponent sucks” messaging.
But combine the ‘net with cheap cameras and easy video-editing software, and millions of people can produce video clips, most of which will of course stink. But with so many monkeys banging away on keyboards, something good is likely to emerge — and many of those monkeys are also video professionals with experience and skills in the medium. So let’s look at this week’s evidence and draw some conclusions: