Some great commentary from David Armano on the customer-filmed, customer-edited, customer-scored "Trader Joe's Ad." David's thoughts are here.
The key takeaway:
"The video is mostly complimentary but shows Trader Joe's warts and all. Once input has been gathered from across the Web, put together a report with some qualitative findings that can be discussed internally within the organization. Remember, a brand isn't what you say it is—it's what they say it is." (emphasis added)