We (the MIT C3 Group, that is) have recently submitted a whitepaper that discusses brands' relations with fan communities, and one of the recommendations was to hand the tools over to your fans and let them play with your commercials. The Whopperettes site is making some steps in this direction (see an earlier post), and now Advertnews points to an Old Spice site that lets visitors rearrange the shots and the soundtrack in its commercial. There is still room for more, but the example illustrates the point nicely.
