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Chevy Gives Indie Filmmakers Their Chance To Go To The Super Bowl

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On: Thu, Jan 5, 2012 at 9:51AM | By: Chris Weiss


Chevy Gives Indie Filmmakers Their Chance To Go To The Super Bowl

Developing an ad for the Super Bowl is like...well, it's like the Super Bowl of ad gigs, the chance to showcase your skills in front of the biggest audience of the year and develop buzz for months and years to come. It's a big opportunity.

Instead of just hiring some big-buck, Mad Men-style agency to put together its Super Bowl spot, Chevy is holding competition for independent filmmakers across the world. The filmmakers will provide their take on Chevy's "Everyday Hero" campaign, part of the greater "Chevy Runs Deep" umbrella, and the most popular one will make it to game day.

Chevy teamed up with MOFILM for the contest. It has already received nearly 200 30-second entries from 32 countries around the world, and has chosen 50 videos that are up on this website. The video that gets the most votes (or shares, as it were) wins airtime during the Super Bowl.

Anyone can sign up for an account, refer their favorite video to friends and enter for a chance to win $10,000. Whatever user racks up the most referrals wins the $10,000 first place prize. Second place gets $3,500 and third place $1,500. It's a win-win for everyone involved.

Joel Ewanick, General Motors vice president and global chief marketing officer, explains: "With Chevrolet Route 66, we wanted to tap into the talents of creative people from every corner of the Earth to discover our next Super Bowl ad. The submissions we received show that people from around the world share many of the same values and how Chevrolet plays a role in helping them along life's road."

At first I thought the idea of opening up Super Bowl advertising to the public was kind of risky, but I think it will pay off. Last year, despite gaining some pre-game buzz for its return to Super Bowl advertising and despite getting the most-watched Super Bowl commercial ever, Chevy was overshadowed by commercials from fellow automakers. Volkswagen and Chrysler each had much more popular, talked about commercials during the game.

Despite a few bright moments, Chevy's Run Deep campaign has done little but gain criticism for its odd, convoluted message. So maybe ditching the ad suits and opening its doors to the worldwide creative world is exactly the type of fresh blood Chevy needs.

Also, by holding this contest, Chevy is developing a buzz that starts long before the Super Bowl and will carry well past the game. In a Web-driven world, that's the type of buzz that separates a well-done commercial from a huge marketing success. So even if the commercial itself isn't all that great, Chevy is still getting all kinds of attention.

By relying on the social-networking concept of video sharing, Chevy is ensuring its commercials will be seen by millions even before the big Super Bowl broadcast. The filmmakers are from all over the world and the voting is open to those in the U.S., UK, Canada, Mexico, Brazil, Germany, France, India and China, so Chevy is also getting the world interested in America's game. Seems like a smart campaign all around.




Comments

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Stephy21 | 9:13AM (Fri, Jan 6, 2012)

I think this is a good idea that Chevy is letting others make their Superbowl commercial for them it gives other people a chance to get their work out their. very cool.



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