When It Comes To PMPs, CSS Have Got The Touch

After the Dropkick Murphys love, we found ourselves sitting on the couch and inspired to watch Game 4 of the World Series and noticed an ad that initially seemed like another perfect strike from the marketing geniuses over at Apple. But the credit for the perfect combo of iPod Touch and “Music Is My Hot, Hot Sex” doesn’t belong to Jobs & Co. In a world of user-generated content, meet user-generated advertising: This one is based on an amateur spot, created and uploaded to YouTube by an 18-year-old student/Apple fan from Leeds named Nick Haley. Check it (thanks to P4K for digging it up):

The clip’s an interesting backstory — and is probably fanning the flames of contention between Zune and iPod …

NYT provided the backstory:

It is based on a commercial that an 18-year-old English student ? an Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3 ? created on his own one day last month.

His spot offers a fast-paced tour of the abilities of the iPod Touch, set to a song titled ?Music Is My Hot, Hot Sex? by a Brazilian band, CSS.

Mr. Haley said he was inspired to make the commercial by a lyric in the song, ?My music is where I?d like you to touch.?

Nick explains how it all happened:

“I was sitting on the bus and I got this e-mail on my phone,” Mr. Haley, a native of Warwick, England, said in an interview yesterday from the University of Leeds, where he is a “fresher,” or first-year student.

The message said, ? ?We represent Apple and we?ve seen what you have produced and we?d like a chat with you,? ? Mr. Haley recalled, adding: ?This seemed ridiculous and far-fetched. My initial reaction was, someone wanted to steal it.?

He was soon convinced that the message was real and came to Los Angeles this month, in his first visit to the United States, to work on a broadcast-ready version of his spot with creative executives at TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group

As for how faithful the professional spot is to the amateur version, Mr. Clow said, ?we didn?t mess with his content? because ?it has a charm to it, a youthful fun.?

Watch Nick’s original here.

Interesting as this all is, our initial response was “Wasn’t CSS the official spokesband for Zune last year?” We remember Microsoft saying they had flown Cansei de Ser Sexy out to Seattle, given them computers to blog with, and pulling their tour diary feed onto some page on the Zune Marketplace. Never really followed up and poked around in the Zune store, but it’s less larcenous on Apple’s part for the song to have come from a student rather than their ad team. As for CSS’s ship jumping? Guess Lovefoxxx got sick of having no one to squirt to.

Tags: Apple, Microsoft