Chevrolet, in a move similar to that announced last week by Frito Lay, is soliciting creative ideas from consumers, at least for a single TV spot, and plans to air the result during the 2007 Super Bowl.
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. Unlike Frito Lay's initiative, which will also be aired during the Super Bowl, the winning student team for Chevy will not produce the final ad, though they will be involved in the ad production process.
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.
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.
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