Marketers have always loved consumers who so identify with a brand that they become its evangelists, wearing the logo on their backsides and preaching to their friends about its virtues.

Now, we consumers are becoming evangelists in new and surreptitious ways. Online, we spend quality time with advertising, we star in it and we send it to our friends. We the people have been co-opted into selling ourselves.

And we rather like it.

Cadillac has created an enthusiast "microsite,", where people can watch interviews with Cadillac lovers such as Joan Jett and Tiki Barber and upload their own videos and pictures. Chevy lets people upload photos of themselves and then watch an ad with their faces pasted in.

Get the full story at the Los Angeles Times