User Generated Ads not Believable?

After a study showed that user-generated commercials were not trusted by the young demographic they were intended to appeal to most, Dave Morgan, CEO of Tacoda offers a great explanation for why. It's not that user-generated ideas for ads are bad, it's the way they are executed on by the company or advertising agency involved. There is the feeling that they should "pretty it up" or make "a few tweaks" to appeal to or avoid offending an audience. In doing so, the qualities that made it a good ad get lost, and then studies show the effectiveness is low.