Aflac Inc. is turning consumers into ad production engines.

Aflac, Columbus, Ga. (NYSE:AFL), has started an online contest that encourages consumers to submit a video that explains Aflac’s value in 10 seconds or less.

The video viewers will choose the finalists, and a panel of judges will pick the winners.

The first-place finisher will get $25,000, and the 3 runners-up will get $1,000 each, Aflac says.

Entries are due April 18.

The contest is part of Aflac’s new “You Don’t Know Quack” campaign, which was launched in January.

Aflac will promote the “10-Second Challenge” contest online, on television and in print.

More information about the Aflac video contest is available here.