User-generated advertising mints a celebrity

10/28/2008 | NYTimes.com

Joel Moss Levinson could be the first celebrity of the user-generated advertising age -- he's raked in more than $200,000 in cash and prizes from his vocation of creating and starring in ads. Levinson, who is planning to enter the Doritos-sponsored contest to create a Super Bowl ad, said, "It's so great to have license to be an idiot."

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