Ruining the Consumer's Moment of Glory

Dove aired its first “consumer generated” ad during the Oscars last night.  The consumer content ad was actually quite alright.  I thought it was much better than any ad that an ad agency would have produced, although the “spontaneous” smiles seemed like a knock-off of the “spontaneous smiles” coming from some ad agencies' models.  But does the consumer ad really need an incredibly tacky introduction and follow-up from a celebrity (here: Grey’s Anatomy actress Sara Ramirez) before and after the ad?  What were the Dove folks thinking?  Or was their ad agency just jealous?