Crowdsourcing user-uploaded clips for ads is nothing new, but throw in an element of fast-turnaround editing and you get a campaign that's suddenly newsworthy.
U.K. frozen food brand McCain and agency Adam&Eve/DDB compiled the spot seen here in just one hour 45 minutes yesterday, after asking people to upload one minute clips of their family teatime (dinner-time for those in the U.S.). Not only that, but the brand is doing the same every day this week. Families can share their clips on the brand's dedicated hub by 6:30pm, and the ad will air at 8:45pm each night on ITV.
Adam&Eve's first work for the brand, which aired in April, saw the brand film real families having their evening meal in an unscripted, "fly on the wall" style ad, directed by Neil Gorringe; this campaign takes that idea a step further.