• Ad Age, Wednesday, January 10, 2007 12:45 PM

A sales director of a Portland, Maine, marketing firm will see his idea for a National Football League ad appear on the Super Bowl Feb. 4. Chevy and Frito-Lay are running similar promotions for consumer-generated commercials for the game.

Gino Bona's idea, under the tagline, "It's hard for us, too," will show scenes of fans' reactions as the Super Bowl comes to an end, paying off bar tabs and consoling each other.

Bona will be flown to Los Angeles to oversee production of the commercial, as well as given airfare to Florida and two tickets to the game. The winning pitch was determined through a combination vote by fans online, a panel of judges and the NFL.

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