A new startup is hoping to link advertisers with those smart (and tech-savvy) consumers who like to create ads for fun or out of loyalty.

XLNTads is asking marketers to upload creative briefs and assets to the site, where consumers can browse them and pick out the ones they'd like to work on, writes AdAge (via MediaBuyerPlanner).

The consumer-generated ads are then submitted to the site; if XLNTads accept them, the ads go live on the site, where brands can take a gander and, XLNT hopes, end up liking what they see and use them.

The PR value alone will be reason enough for brands to participate, at least at first, according to Rick Parkhill, founder and chairman of XLNTads.