Dorito's "Make An Ad Campaign" Campaign: Why Creative Talent Needs To Be Nurtured

Dorito's new campaign is down to its final stages with us, the people, being given the chance to vote on three user-generated ads for the Australian market. Check it out here. All three are great - my favourite is the "Un-Tasmanian" one, despite my love of beatboxing.

The thing though, is that prize money, whilst it rewards a person who the public thinks has a great idea, ought to be better nurtured. What if the guys/girls who came up with these ideas are just ideas machines? They could keep on generating great content for a long, long time. I'm not saying these people should get jobs immediately, but surely judging by the calibre of the ads, industry people will understand they can offer something great. Prize money just stops the creative cycle.