The NFL Super Bowl game is the most watched American TV broadcast of the year: in 2011, some 111 million viewers watched the Green Bay Packers beat the Pittsburgh Steelers 31 to 25. It broke the record held by the 2010 game, which itself had shattered the 28-year old record held by the final episode of M*A*S*H.
It’s no wonder then that companies not only pay huge amounts of money to place their ads, but also want those ads to make an impression on the biggest TV audience in the U.S.
For next year’s Super Bowl, Chevrolet will give one lucky independent filmmaker from anywhere in the world the chance to see his or her commercial during the game.
So far, Chevy and global creative community MOFILM have received 197 entries from filmmakers in 32 countries for the “Route 66” 2012 ad. The theme is “Everyday Hero” and the 30-second winning spot will be shown during the February 5 Super Bowl.
“With Chevrolet Route 66, we wanted to tap into the creative talents of people from every corner of the Earth to discover our next Super Bowl ad”, said GM VP and global chief marketing officer Joel Ewanick. “The submissions we received show that people from around the world share many of the same values and Chevrolet plays a role in helping them along life’s road.”
The top 35 entries are featured on ChevroletRoute66.MSN.com. In order to make things more interesting, and of course draw more visitors, Chevy teamed up with Microsoft in creating a “contest hub”. This will identify registrants with a unique user codes and award them points every time they share with another fan.
Users who share their personalized link to the videos most often and give the most creative answer to the question “if you could drive to any destination in your home country, where would you go?” can win up to $10,000.
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