Every year the Super Bowl is an event watched for the commercials as for the game itself. With a price tag of $2.6 million for a 30 second commercial, it is the most expensive 30 seconds spent on television each and every year. This year Chevy, along with plenty of other brands, such as Doritos and even the National Football League, are diving into a new craze, amateur ads. Chevy put out a call to college students from coast to coast to design a spot to target the younger audience to help sale their new line of low price, SUV/Car, called Crossovers. The Crossover line features four new models, the Chevy HHR, Chevy Cobalt, Chevy Equinox and Chevy Aveo. The students were ask to be smart, simple and come with a breakthrough idea in order to stand out and have the opportunity to win this competition. Being that so many people would be watching the Super Bowl, Chevy wanted to take a risk with a new breakthrough advertisement. "Chevy wanted to learn what resonates with the younger buyer, and this competition gave us an opportunity to do that. We were able to engage in creative dialogue with them about our brand and teach them about the real-world of advertising. The resulting ad is so much fun!" said Kim Kosak, Chevrolet General Director, Chevrolet Advertising and Sales Promotion.
With Chevrolet receiving entries from 820 teams from 230 different schools, only five teams, 11 students, could be invited to Detroit to work side by side with advertising professionals to prefect their idea and present them to Chevrolets Advertising and Sales Promotions for final review. After many great presentations, one was selected. The winner was Katie Crabb, a shy soft spoken 19 year old student from North Prairie, Wisconsin, who had enter the contest as an assignment for her journalism class she was taking at the time. "It was one of those things where you take the opportunity because it's there. But it's like, 'It's going to...
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