The Week: Advertising news - Google joins with Chem Bros

The UK electronic duo, The Chemical Brothers have joined forces with Google for a user-generated content push to promote a single from their forthcoming album Brotherhood.

The band has invited fans to produce a short film or photograph based on the theme "Midnight Madness" that will become part of a music video to accompany the single of the same name. The best work will be edited by the producers Nexus, made into a music video and premiered on The Chemical Brothers website and YouTube as an exclusive in the same week Midnight Madness is released, 18 August. Entrants will upload their work on to Google Earth via The Chemical Brothers' website, where they will then be able to tag their exact location.