College Students to Create Chevrolet Super Bowl Commercial


Chevy is amping up its obsession with consumer generated media and has launched a contest for college students to enter competition, create an ad for the company, get it produced and have it air during the Super Bowl in 2007. With teams of three students, the focus will be on the automaker's Aveo, Cobalt, HHR and Equinox. Students will submit their concepts to Chevy and five will be chosen to present to Chevy and its ad agency in the Fall. The winner will participate in production. No mention was made regarding just how much creative control students will maintain once the idea is handed over but we're pretty confident Chevy will be honorable in this area.

Written by Steve Hall    Comments (7)     File: Commercials, Consumer Created, Good, Super Bowl 2007     Sep-11-06  
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Being one who is a product of a college Broadcasting School (100 years ago)and one who experiences college marketing students quite often in the classroom. Chevrolet will receive what they ask for. Most of their instructors have no real world experience or knowledge.

Posted by: roy on September 11, 2006 02:14 PM

Oh dear...
You know that every auto ad on Super Bowl for the last twenty years has sucked. So let's assume a bunch of students being tutored by some dufus who never worked in the biz, but would love to fuck the brains out of the cute chick student with the big tits who just came up with the world's dumbest fucking idea... So he enters it... And it wins!!!
Guess what? All the big dicks at the Chevy agency, who haven't come up with an original idea since Jesus was nailed to the cross, say...
OK, we'll produce it on location with the chick with the big tits and we all get to fuck her brains out... And at the end of the day... The client approves it... It runs on the Super Bowl... And the spot still sucks!!! As Yogi said... "It's deja vue all over again." Time for a drink!

Posted by: George Parker on September 11, 2006 05:33 PM

George you do pay attention to this strange world we play in. I could not agree more!! Cheers!!!!

Posted by: roy on September 11, 2006 05:58 PM

Advertising has finally hit it's low. Not only is every "big idea" now to "let the consumer do it," but in this case they barely even put up a decent site. Hey Chevy, you are the suxor.

Posted by: Edward on September 12, 2006 12:04 PM

Edward this is a new low for not only Chevrolet but General Motors. This too demonstrates one more time what is wrong with the top end executives of the company, they have no clue when it comes to knowing how to run a business of any kind.

Posted by: roy on September 12, 2006 01:58 PM

why is everyone just have to be so hateful against teachers and students and this concept chevy wants to try? first of all, since their target market is already 18-35, obviously this contest is a two way street. They get billions of new concepts AND college students participating in this will already learn more about this car, which I assume is what they are hoping for anyway.

And what teachers, pray tell, are you people talking about that have no industry experience? My school hires people based on their experience, as long with educational factors. But what I have come to learn is that those who CAN do, cannot teach, and those who can teach, either can't do or just really really awesome.

If you all have such a problem with this educational structure and atrocity, why don't YOU teach. SOMEBODY has to teach students how to be creatively flexible and what to expect in the future, since you know, industry professionals tend to be jack@sses during the interview and screening process and pick new hires who really aren't that talented and just hire them into a position of "b!tch" for next unsaid but assumed 2-5 years of their lives, which they probably already did for their internship ANYWAY but no one gives a crap because most "creative" people in advertising are too high in their ego to care.

And you know- all the experienced advertising teachers at my school (20+ years) are CRAZY. Insane. As great as they are in their creative field, they are not great teachers. And by judging comments made on here and others by "industry professionals" I can see myself growing into this mold of "I am better than thou" mindset. Any ideas generated that isn't ours or that we haven't put our 2 cents in the processing, is almost immediately bushwacked by our standards as anything seemingly "good."

If you want to make a difference, why not try the CP+B approach. Partner up with a design school. Yeah it may seem like another "we're awesome and know it" type move, they can at least say they are responsible for those students' creative skills.

Yes, this post is contradictory, but I've proved my point to all of you pretentious arrogant "professionals" who love to downplay, again, anything that isn't their idea.

Posted by: rocky on September 15, 2006 03:05 PM

Whew Rocky... You've really got something sharp and nasty up your arse... Even though I'm not quite sure what the fuck you're trying to say here... Once you get into the Ad Biz... You'll end up being as big a dickwipe as the rest of us. It's the nature of the biz... That's why it attracts wankers like me... And eventually, wankers like you. But you can have a lot of fun, make shitloads of money, get laid a lot, shove all kinds of nasty's up your nose, and once in a blue moon, produce something you're not totally ashamed of... Welcome to the club.

Posted by: George Parker on September 15, 2006 04:17 PM

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