Consumer Generated Super Bowl Spot To Air In February

According to Chevrolet’s press release from last Friday, college students from across the U.S. will compete to produce a Super Bowl spot for the automaker, giving consumer generated media its largest audience ever.

The winning team will participate in the production process as their concept is developed and made into a 30 second television commercial. The spot will then air during Super Bowl XLI on February 4, 2007.
Chevrolet contacted advertising, marketing, and film programs at some 340 colleges and universities across the country, and reached out to hundreds of other schools, including community colleges, to give as many students as possible the chance to enter the challenge.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.