Chevy is amping up its obsession with consumer generated media and has launched a contest for college students to enter competition, create an ad for the company, get it produced and have it air during the Super Bowl in 2007. With teams of three students, the focus will be on the automaker’s Aveo, Cobalt, HHR and Equinox. Students will submit their concepts to Chevy and five will be chosen to present to Chevy and its ad agency in the Fall. The winner will participate in production. No mention was made regarding just how much creative control students will maintain once the idea is handed over but we’re pretty confident Chevy will be honorable in this area.
