Chevy looks to indie filmmakers for new ad (video)


Chevrolet—and increasingly global brand–is going global to create a Super Bowl XLVI  TV spot by offering independent filmmakers from 32 countries a chance to have their 30-second ad run during Super Bowl XLVI on NBC Sunday, 2/5. The competition, dubbed “Chevrolet Route 66,” is named for the famed American highway. Entrants are required to create an ad which captures the spirit of the everyday hero and the global experience of life’s journey.

Chevrolet turned to Microsoft to offer global fans the opportunity to view, rate and share their favorite submissions on a specially created website:

Beginning 12/22 and running through 1/16/12, fans from Brazil, Canada, China, France, Germany, India, Mexico, the UK and US can watch, rate and share their favorite Chevrolet Route 66 film. Those who share most often can win up to $10,000.

For the ad, Chevrolet is partnering with MOFILM, a British company that specializes in crowdsourcing initiatives to develop ideas for ads. The “Route 66” commercial will be one of five Chevrolet spots aired during the big game.

With great anticipation, the Chevy advertising team gathered together to review the consumer generated ads – looking for the best one to be aired during the telecast of Super Bowl XLVI.

See the review here:

In recent years, Chevy has expanded from its traditional markets in North and South America, and its list of top 10 markets now includes China, Russia, Uzbekistan and India. Chevrolet today sells more than 60% of its vehicles outside the US. Last year, Chevrolet sold a record 4.26 million cars and trucks, and was the only Top Five global auto brand to grow its market share. This year, Chevrolet is on track to post its best sales in its 100-year history.

RBR-TVBR observation: A great way to embrace the global appeal of this All-American brand: ask for global participation in celebrating the cars during one of the biggest yearly American events. As much as we gripe about the new global economy hurting American businesses, it’s nice to see something to the contrary. Chevy and its new AOR Goodby Silverstein & Partners are showing us how it’s done.