• Brandweek, Wednesday, September 13, 2006 12:04 PM

Chevrolet is challenging college students to create a 30-second spot for a new line targeted at younger buyers that will be produced by its lead agency, Campbell-Ewald, and shown during the Super Bowl next February. The "Chevy Super Bowl College Ad Challenge" revolves around the Cobalt, HHR, Aveo and Equinox nameplates. Chevy will provide a specific creative brief. The students can assemble teams of up to three people, with campaign concepts submitted in a finished format, including storyboards and script. Faculty at schools that do not have teams participating in the contest will conduct the preliminary judging. Five finalists will win a trip to Detroit to present their ideas to executives from Chevrolet and Campbell-Ewald. "We are asking the people entering to look at how we can market to a younger group, to get that audience interested in Chevy products, to ignite passion and increase the buzz about Chevy cars," says Steve McGuire, advertising manager for Chevrolet. Contestants can register at edventurepartners.com/chevysb through Sept. 22, with an Oct. 13 entry deadline.

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