Chevrolet Route 66 is one of those crowdsourcing promotions whereby people submit commercial concepts for prizes and the chance to see their big idea play during the Super Bowl. The tired formula actually ran out of gas years ago, yet lazy advertisers continue to ride with it annually.
The Chevy contest is obscene for a host of reasons.
First, the car company opened the field to everyone, including independent directors and filmmakers. This allowed D- and F-level production houses to essentially expel
Second, Chevy presented cash prizes starting at $1,000 and topping at $25,000. Um, the average cost to create a television spot is over $300,000. It’s a safe bet that the typical Chevy commercial shoot spends more than $1,000 just for craft services.
Third, while the winning commercial is OK, does anyone believe Chevy’s lead advertising agency, Goodby Silverstein & Partners, couldn’t come up with something much, much better?
Finally, it’s appalling that Chevy would take advantage of the desperation fueled by a lousy economy—especially when the automaker needed a federal bailout to avoid complete financial collapse.
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