Avid may have gone off the boil somewhat with their products in recent years, but someone in their marketing department has been listening to what's happening out there.
So, you've got a series of products aimed at creating video content, with a creative and skilled user base who tend to be more than a little devoted to the brand. What better than to cash in a little of your user devotion and get them to create ads for you!
The next step - the entries are being shown at moviemaker.com so people can vote for a favourite, but it will be interesting to see if the clips are able to be spread "into the wild". Similarly, it will be interesting to see how they handle the possibility of negative, disparaging or farcical interpretations, or whether they just won't qualify.
BTW, in the interests of transparency, the link above is to a sponsor of the event, BeatSuite.com. These guys sell Royalty Free music and effects and I'm in the process of deciding if I'm interested in doing a little quid pro quo with them. I'm still undecided about the business model of copyright in the world of digital reproduction, but the site is legit with a professional broadcast quality product. They even have some freebies which, based on my reading of the terms and conditions, fall under their "Standard License" (any non-broadcast use up to a maximum of 1000 copies) which is a hell of a lot better than the freebies offered at the laughingly named "Freeplay Music".
Anyway, just thought you should know.