Athletes' New Game: Their Own Web Ads

Basketball star Chris Bosh, known for his power and finesse around the basket, is trying out a new off-court move. Mr. Bosh, with help from his girlfriend and brother, recently wrote and shot his own Web commercial. The ad, in which Mr. Bosh takes on the persona of a Texas-fried used-car salesman to ask fans to vote him into the National Basketball Association's All-Star Game, has become something of an underground hit, racking up more than 420,000 viewings on YouTube.

Last word: With the rise of high end video cameras and editing software, everyone is a content producer. Athletes, looking to take control of their own "Brand" are getting in the action and shooting their very own ads, often with endorsers. When it works, it's magical - when it doesn't, it's forgettable.

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