Chevrolet To Air 30 Second Super Bowl Ad
By Michael Williams (3/8/2007)
Katie Crabb, a freshman from the University of Wisconsin at Milwaukee won a national competition organized by Chevrolet for college students to design a 30 second advertisement for the company's new line of crossover cars. Out of 820 teams from 230 schools, only five teams comprising of 11 students were short listed and brought to Detroit in October 2006 to present their ideas to advertising professionals and to the executives from Chevrolet. Katie was the youngest among all participants and the only solo contestant.
The concept of the advertisement designed by Katie was an HHR stopped in New York City and men flock all round the car wanting to wash it so that could get an opportunity to touch it. .
Kim Kosak, general director of advertising and sales promotions for Chevrolet, explained that students were asked to design a 30 second advertisement that was simple, smart, out of the ordinary. Kosak said that Crabb’s commercial was selected as the winning entry because it was simple, smart and easy to understand but at the same time, appealed to people of all ages and presented an entirely different feel for Chevrolet.
Crabb was also involved during the shooting of the commercial in New York, where she gave her inputs to retain the original essence of her concept.
The ad will be aired during the Super Bowl and the average price for airing a 30 second commercial during the game on CBS is around $2.6 million. Crabb will be seen on "The Early Show", to be telecasted the day after the Super Bowl, where she would be spending the weekend attending the Super Bowl.
Although Crabb has been offered a full time position at the Chevrolet, she is presently interested in completing her studies. |