Rudy Gay and You Tube

Marketers have been throwing around the terms collaboration, consumer generated, and co-creativity for a few years.  This effort caught my attention for a few reasons.

1) While it's all collaborative, most of the time with such efforts the brand simply acts as the stage for the consumer generated content... it's actually a rather rare circumstance that anything is really CO-created.
2) Co-creation is one thing.  Co-performance adds a whole new dimension to the concept.
3) The power of the moment... that ten-or-so seconds of the actual dunk will be huge for a variety of reasons.  I'm not really sure how you measure it.  But while ads may be talked about for a week or two (maybe a few years by some of us in the industry), a dunk has the opportunity to live on highlight films.  Talk about talk-value and shelf-life.

Beyond all that, the minimized corporate sponsorship included in the youtube video makes for a much more intimate experience for everyone involved.