You may or may not remember a skit from Fox’s MAD TV called Lowered Expectations. This skit is a take on a dating service for less-than-fortunate (meaning overweight, offensive, ugly Gary Coleman, etc.) people to meet other less-than-fortunate people.
Well, recently I’ve worked on an advertising campaign (with NO development budget) that involved a video spotlight on a website. The details aren’t necessary, but the result was… not professional. It was naturally lit, single shot and you could see that it was practiced; but the result was perfect.
The site spotlight format was been built with the YouTube format in mind (although with a better player). The idea is that with the new ‘everyone can do it’ culture, there is a lower threshold for small budget advertising; which gives smaller budgets a chance to expand. Embracing this new Lowered Expectations from consumers is a great way to start off embracing social media and encouraging user content.