Consumer Generated Anti-ads

We have seen a wave of consumer created advertising opportunities from MasterCard to Firefox to Chevy Tahoe. But it's the latter that has gone awry. The NYTimes reports the story. At Chevy Apprentice, users can assemble footage of Tahoe and publish their own spot. The anti-SUVers are mashing up with their own storylines and distributing via YouTube and others.

This never was a great example of user-generated content. More of an game or advertainment application, really. And now it's not working out so well. Will Chevy ever be able to pull these videos back?

AdRants credits Chevy with getting it (i.e. understanding the risks of inviting consumers to monkey with their messages). I doubt they expected the one-two punch of negative mash-ups and You Tube distribution.