Reach Out and IPod Touch Someone

Apple (Literally) Buys Into Consumer Generated Ad

By Published on .

Artist: CSS
Song: "Music Is My Hot Hot Sex"
Marketer: Apple
Purchase: CSS - Cansei de Ser Sexy - Music Is My Hot, Hot Sex
Just when "consumer-generated" ads seem as lame and half-baked a phenomenon as Second Life or Hot Pockets, a home-made commercial by a British college freshman (above) has turned into the real thing. And it's actually awesome.

According to The Times, 18-year-old Nick Haley spent just one day cutting together some promotional videos of Apple's iPod Touch before he posted the finished video to YouTube. It didn't take long to show up on Apple's radar, and he was soon flown out to Los Angeles, where he worked with TBWA/Chiat/Day to create a more polished version that ran on TV for the first time yesterday during the World Series.

But, of course, it wasn't Haley's Final Cut chops alone that made his homebrew spot memorable, it was also the song "Music Is My Hot, Hot Sex" by the saucy Brazilian electro-pop outfit CSS. The funky track, filled with snappy guitar lines and singer Lovefoxxx's bald innuendos, feels like it was concocted specifically for the device. And by the conclusion, when Lovefoxxx sings "My music is where I want you to touch" and the Apple logo is throbbing to the beat, the idea seems almost plausible.

Of course, this song came out when the iPod Touch was just a glimmer in Steve Jobs' eye, but that's the beauty of recontextualizing a piece of music that never made it onto the radio. It's a job that -- in this case as in many others -- required the ear of a passionate fan.
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