Chevrolet‘s Super Bowl advertising campaign this year includes “Car Wash”, an ad emerging from a creativity competition involving teams of fulltime students. Chevrolet in September 2006 invited students to create an idea for a commercial promoting Chevrolet’s bold new designs and innovative lineup of cars and crossovers, specifically the Aveo, Cobalt, HHR and Equinox.
The five finalist teams
Chevy 781: Savannah College of Art & Design
Chevy 285: San Jose State University
Chevy 509: Washington University in St. Louis
Chevy 315: University of Wisconsin-Milwaukee
Chevy 334: Elon University, North Carolina
Team members did not need to be enrolled at the same college, university or institute but were prohibited from serving on more than one team.
The Chevy Super Bowl College Ad Challenge was conducted by Edventure Partners and General Motors Corporation and promoted on a microsite: chevycollegead.com. However Chevrolet didn’t just wait for interest to build, instead contacting advertising, marketing, design and film programs at about 340 colleges and universities across the country.
Here’s the winning ad – “Car Wash”, designed by 19-year-old Katelyn (Katie) Crabb, a film and journalism student at University of Wisconsin. Click on the image below to play the video in YouTube
Campbell-Ewald Vice Chairman, Chief Creative Officer Bill Ludwig announced on Monday that the agency is offering employment to Katie Crabb. “We’re always on the lookout for creative talent, and we’re excited to invite Katie to join Campbell-Ewald after graduation,” said Ludwig. “The finalists represented some of the most passionate advertising students in the nation. Katie’s commercial idea was selected from entries representing over 225 colleges and universities nationwide – plus, she’ll already have a Super Bowl spot under her belt. Not many recent college graduates can say that.”