GM Press Releases:
09-08-2006: Chevrolet Offers Students Chance To Produce Super Bowl Ad
DETROIT – Today Chevrolet kicks off a unique contest for college students. Chevy is giving students a chance to compete for the opportunity to have their idea for a Chevy ad produced for the 2007 Super Bowl—one of the most coveted advertising spots on television with about 140 million viewers. The winning student team will also get to participate in the ad production process as their idea goes from concept to reality and is then aired during Super Bowl XLI.
Teams will create the idea for a commercial promoting Chevrolet’s bold new designs and innovative lineup of cars and crossovers, specifically the Aveo, Cobalt, HHR and Equinox. Since these cars and crossovers are particularly suited to the younger buyer’s lifestyle and taste, contestants will design their ads to specifically target the youth market.
“Chevrolet is America’s No.1-selling automotive brand.” said Ed Peper, Chevrolet’s General Manager. “The Super Bowl is an American institution, and the commercials have become almost as big a tradition as the football. Who other than college students could breathe more fresh life into Super Bowl advertising? We’re excited that Chevy, and our American Revolution, can bring them all together.”
The students will submit their ad ideas in a professional layout to be judged later this fall. The five finalist teams will be given all-expense paid trips to Detroit to present their concepts in person to Chevrolet and ad agency executives. The winning team will then have the chance to be part of the ad production process as their idea is developed, produced and then aired during the big game on February 4, 2007.
Chevrolet is contacting advertising, marketing, design and film programs at about 340 colleges and universities across the country. They are also reaching out to hundreds of other schools, including community colleges, to give as many students as possible the chance to enter the contest. The “Chevy Super Bowl College Ad Challenge” is open to all full-time U.S. college students, who will compete in teams of up to three people.
“We can’t wait to see how the students respond to this real-world advertising challenge ,” Peper said. “We’re proud that Chevrolet’s ‘An American Revolution’ campaign has revamped Chevy’s entire line-up in the past two and a half years, and we’re eager to get the word out about the expressive designs and spirited performance of our vehicles. This is a unique way to give students a platform to tell us what they think will make a great ad and to participate in the production process. It’s a fantastic opportunity for them and for us.”
To register for the contest and read the official rules, go to the Chevy Super Bowl College Ad Challenge website at www.edventurepartners.com/chevysb Registration ends on September 22, and contest submissions are due by October 13th. The contest blog, with advice and updates is at www.chevycollegead.com.