The Chevy College Super Bowl Ad Challenge

See the Chevy Super Bowl Commercial that is Katie's Idea Come to Life

Here's the ad that will air during tomorrow's Super Bowl:

And the Winner Is....

Katelyn (Katie) Crabb of North Prairie, WI.  Congratulations!

Katie came up with the idea for the ad as part of a class project through University of Wisconsin at Milwaukee.  Her faculty advisor, Jessica McBride notified Katie that she was a finalist and would be going to Detroit for an all-expense paid trip in late October.  During the trip, Katie was able to learn and experience first hand the advertising world.  She and the other four finalist teams spent time learning about the cars and crossovers, and refining their concepts, before presenting them to the executives from Chevrolet and Campbell-Ewald.

Here's what Katie had to say about the experience:

“It was great to have this opportunity.  I was so excited that I got to be on the set when the ad for the HHR was filmed – the car and the set were really cool.  I really enjoyed it all - meeting the other finalists, learning about the production process from Chevy - from music selection to editing – it was all fascinating.  And now to see the final ad on TV – it’s been an amazing experience,” 

Scene from the winning ad concept by Katie Crabb. The 30 second spot was directed by Bryan Buckley, of Hungry Man Productions, and was produced by Chevrolet and Campbell-Ewald, their lead advertising agency. 

Final Week of CBS Early Show Series

This week, The CBS Early Show ran its last segment featuring video mock-ups of submissions from college students to the Chevy College Super Bowl Ad Challenge.  The theme this week was "Most-Offbeat."

Last week, from the "Best Football Theme" submissions, online voters chose "What if Cars Could Play Football?" as their favorite, giving it almost 74 percent of the vote. It was created by Beth Schivley, Ashleigh Bergeron, and Bridget Jones, of Western New England College.

Here are Week Four's sample videos, representing the "Most Offbeat" themes concept:

Team 142: "Cat Stuck in Tree," by Daniel Toennies, David Gonsalves, and Jeff Hunter, of the Art Institute of California, San Diego

In classic comic book style, this student team from the Art Institute of California, San Diego portrays Chevy's new cars and crossovers as superheroes rescuing a little girl's cat from a tree.

Team 218: "To the Moon and Back," by Luke Wolf, Jason Wilcynski, and Melissa Klang, of the University of Wisconsin, Platteville

Set to the soundtrack of Savage Garden's hit "To the Moon and Back," this student team from the University of Wisconsin, Platteville shows people driving Chevy's new cars and crossovers driving to a Super Bowl party -- on the moon!

Team 787: "Crossing Over," by Laura Kessler and Irene Jeanotte of Savannah College of Art & Design

This quirky ad concept created by a student team from Savannah College of Art & Design gives new meaning to the phrase "Crossing Over."

To see these videos, click here.  And don't forget to vote for the most off-beat theme.

CBS The Early Show is part of CBS News. (www.cbsnews.com)

Student Concepts Featured on CBS The Early Show

Week Three of CBS The Early Show series featuring student submissions from the Chevy College Super Bowl Ad Challenge aired today. 

Last week, from the "Most Humorous" submissions, online voters chose Michael Eddy and Michael Jordan's "Football Daydream" as their favorite.

This week's videos compete for "Best Football Theme" and featured:

Team 638 -– "What if Cars Could Play Football?"
Beth Schivley, Ashleigh Bergeron, Bridget Jones, Western New England College

While watching the big game at a friend's house, students from Western New England College wonder, "What if cars could play football?" As Chevy's new cars and crossovers face off on the field, the voiceover proclaims, "Play hard. Drive to Win."

Team 265 -– "Forward Pass"
Lyle Jenks, Jason Dominguez, Antonio Banos, Texas State University

This student team from Texas State University illustrates a correlation between the recent 100th anniversary of the first documented forward pass in American football history and Chevy's new line of cars and crossovers: The forward pass revolutionized the game in 1906, just as Chevy is revolutionizing the automobile market today.

Team 170 – “Tooting Horns”
Kelly Donaldson, Jason LeMaster, Texas Tech University

The horns of the new Chevy cars and crossovers beep to the tune of Queen's "We Will Rock You" as emotional football scenes coincide with images of the automobiles. This student team from Texas Tech University illustrates that, "Tooting your own horn never looked so good."

To see today's videos, click here.

And don't forget to vote for your favorite.

CBS The Early Show is part of CBS News (www.cbsnews.com)

Reality Webisode Series Starts Monday

Quick reminder that we start airing reality webisodes of the five finalist teams this Monday, January 22nd  (see webisodes here.)  And to pique your interest, here's another clip from that series.

Shlomo Aveo features finalist Shlomo Goltz of Washington University in St. Louis.  He really and truly LOVES the Chevy Aveo.

Week Two of CBS Early Show Featuring Student Submissions

Yesterday, CBS' The Early Show continued its 4-week series featuring student submitted ad concepts and mock-up videos.  "Traditions Change," made by the team of Emily Padden and Lois Ornellas of Marquette University (Team 179) won the contest from Week 1 - Best Use of Car.  Congratulations!

This week's contest featured these three videos:

• Team 324: Ashley Keene, Julie Tran, Kurt Koch, University of Cincinnati
  "Gonna Be Friends"
  Imagine that your very best friend is your Chevy car or crossover. In this ad, a student team from the University of Cincinnati's DAAP program illustrates what a day on the playground could be like.
• Team 803: Michael Eddy, Michael Jordan, Weber State University
  "Football Daydream"
  An unconscious football player has a daydream about a fun day at the beach with his friends and his Chevy HHR. This student team from Weber State University bravely chose to act out their ad concept.
• Team 513: Kamilah DuBard, Alison Burnette, Temple University
  "Are You Whipped?"
  This humorous ad created by students at Temple University features a guy with a neck brace filing a report down at the police station. The reason for his neck brace? Whiplash. The culprit? Chevy's new cars and crossovers.

To view the videos and CBS Early Show segment, click here. 

And don't forget to vote for your favorite ad. 

CBS Early Show is part of CBS News (www.cbsnews.com)

CBS Early Show Features Student Chevy Ads

The Chevy Super Bowl College Ad Challenge was featured this morning on CBS' The Early Show.  The show (part of www.cbsnews.com) will feature submissions from a dozen student teams over the course of January.  Today Julie Chen interviewed Mike Jackson, GM's top advertising executive.

From their site:

On Wednesdays this month, The Early Show will show video mock-ups of some of the ads that came in from students around the nation, and you'll get to pick the one you like best. Results will be announced the following Wednesday, when we show you three more...We’ve organized them into four categories: "Best Use of Car," "Most Humorous," "Best Football-Themed," and "Most Offbeat."

Today's "Best Use of Car" videos included:

• Rashundra Harvey, Shenika Williams, University of Texas, Arlington (Team 244)
  "Where You're Going To"
  As a 1957 Chevy Bel Air morphs into a Corvette, which then morphs into each of the new Chevy cars and crossovers, the lyrics of the song say, “Do you know where you’re going to?” This student team wanted to show that Chevy is going in the right direction for today’s youth.
• Cinthia Satornino, Katherine Lippert, Kyle Jarvis, University of Florida (Team 460)
  "Little Boxes"
  To communicate that Chevy’s new cars and crossovers offer more color, style and variety than their counterparts, this MBA team illustrates that “cool” people drive Chevys, not “squares.” In an unusual move, one of the team members even sang the lyrics herself.
• Emily Padden, Lois Ornellas, Marquette University (Team 179)
  "Traditions Change"
  It’s no secret that the youth of America has enjoyed Chevy cars for decades. In this video, this student team wanted to show that, although traditions change, the young Chevy lover of today isn't very different from the young Chevy lover of yesteryear.

To see the videos, click here, and don't forget to vote each week for your favorite.

Competition Update: Video of Finalists' Adventures

Chevrolet will begin airing reality webisodes of the five finalist teams on January 22nd. (See webisodes here.)  Watch their adventures as they travel to Detroit to present their Super Bowl commercial ideas to Chevrolet.  Here are two clips:

The first, Elon Elevator, features Kiley Moorefiled and Tyler Lesch of Elon University, along with their faculty advisor Michele Lashley. 

The second clip, Masa Rappa, stars Masahiro Wakabayashi from Savannah College of Art and Design as they pass the signs for 8 Mile Road in Detroit.  Teammate Sean Wehrli and faculty advisor Woon Yong enjoy the ride.

Students talk about Chevrolet's Image

We asked students at several colleges:  What is Chevrolet's image with the youth market? Here's what they had to say:

Finalist Hubert Cheung

Name:  Hubert Cheung

School:  Washington University in St. Louis

Hometown:  Vancouver, BC, Canada

Faculty Advisor:  Frank Oros

Year in School:  Senior

Major:  Marketing, International Business

Minor:  Writing

Hobbies:  Reading, writing

Describe why you think your ad is Super Bowl worthy.
“It’s unique and visually stunning. It also has the added bonus of meshing well with the previous ads Chevy ran for the Cobalt, linking together with the common theme of having a personified car.”

What have you learned about Chevrolet cars?
“I learned that that they exist. I was part of the consumer base that wasn’t aware of the fact that Chevy made things other than trucks.”

What would make you want to buy a Chevrolet car?
“A better question would be: What WOULDN’T make me want to buy a Chevy car?”

Meet Finalist Kelly Sherman

Name:  Kelly Sherman

School:  San Jose State University

Hometown:  Yucaipa, CA

Faculty Advisor:  Lilly Buchwitz

Year in School:  Senior

Major/Minor:  Advertising/Creative Arts

Hobbies:  Swimming, Soccer, Tamagotchi

How does it feel to be one of the five finalists?
“I feel like an Oscar nominee being one of the five finalists.  It’s true what they say that it’s an honor just to be nominated.  Everything has happened so fast since our team found out we were finalists that I can’t say it feels any other way than ridiculous and surreal.”

What do you think about Chevrolet taking the risk of producing a consumer-generated ad for the Super Bowl?
“A contest like this is representative of the American dream, especially for us college kids, and Chevrolet is America’s brand.  You could say it’s a match made in heaven.”

Elon University's Tyler Lesch

Name:  Tyler Lesch

School:  Elon University

Hometown:  Vernon, NJ

Faculty Advisor:  Michele Lashley

Year in School: Senior

Major:  Corporate Communications

Minor:  Spanish

What do you think about Chevrolet taking the risk of producing a consumer-generated ad for the Super Bowl?
“I thought it was a great idea for Chevy to put this competition together because they want to focus on the younger consumers and there’s not a better way to do that than to have them help you with it and make it for you.  This way it shows what they are really thinking and look for and I think it was a great idea.  Plus they got free ideas and research.  Can’t beat that.”

What have you learned about Chevrolet cars?
“I learned a lot about Chevy cars this weekend.  Most people think they aren’t reliable like foreign cars and they use more gas, but I learned that they are very high quality, very functional, great with gas mileage and also have great features like remote start and iPod hookups.”

Meet Shlomo in St. Louis

Name:  Shlomo Goltz

School:  Washington University in St. Louis

Hometown:  Fort Wayne, IN

Faculty Advisor:  Frank Oros

Year in School:  Senior

Major:  Visual Communications (specialization in Graphic Design)

Minor:  General Psychology

Hobbies:  Drawing, racquetball, geocaching, computers, videogames, biking, watching roller derby

How does it feel to be one of the five finalists?
“I’m still trying to get my head around how lucky me and my team are to have been chosen…It makes my heart smile (yes it can do that), and my arms tingle a little bit – that may sound weird, but the feeling is difficult to describe in words.  I want to jump up and down and yell nonsensical phrases such as ‘WOOOOO HOOOO’ and ‘YEEE HAAAW’ just so I can release some energy and excitement inside.”

What do you think about Chevrolet taking the risk of producing a consumer-generated ad for the Super Bowl?
“I see there being a general movement in advertising towards content influenced by social networking websites such as iFilm, Newgrounds, and of course, MySpace.  The internet has broken down the barriers between consumer and producer, and allowed us normal people to be both at the same time.  We can buy the products we like, and express that genuine feeling of value and utility to peers in a way that is more effective than the broadcast model of old…I think Chevy understands the concept of being adaptive and learning from their consumer base…The risk would be to ignore the trends in culture that are empowering the individual to become better informed and have their word heard.”

What would make Chevrolet cool for you and your friends?
“Customizable options, the ability to reconfigure the inside to meet specific yet unique needs are definitely cool features.  Are you listening Chevy?”

Students talk about the Important Elements for a Super Bowl Ad

We asked students at several colleges:  What's the key element for your Super Bowl ad to succeed? Their answers are in this video:

Anna Pogosova Makes the Finals

Name:  Anna Pogosova

School:  San Jose State University

Hometown:  Cupertino, CA

Faculty Advisor:  Lilly Buchwitz

Year in School:  Senior

Major/Minor:  Advertising/Psychology

Hobbies:  Acting, tennis, battleship, monopoly, theology

What do you think about Chevrolet taking the risk of producing a consumer-generated ad for the Super Bowl?
“Great advertising is about taking risks.  I can see more and more companies using consumer-generated advertising because it adds a fresh perspective and generates buzz, which is always good for product awareness.”

What have you learned about Chevrolet cars?
“They are more cool and trendy than I had imagined…”

What would make Chevrolet cool for you and your friends?
“Celebrity influence, hearing and seeing Chevrolet portrayed in a younger way.”

Finalist Masahiro Wakabayashi

Name:  Masahiro Wakabayashi

School:  Savannah College of Art and Design

Hometown:  Gunma, Japan

Faculty Advisor:  Woon Kee Yong

Year in School:  Graduate student

Major:  Broadcast Design

Minor:  Motion Graphics

Hobbies:  Skateboarding

How does it feel to be one of the five finalists?
“[My partner] and I worked so hard for this ad challenge, so I was really happy being one of the finalists.  I’m proud of it and enjoyed a lot.  It’s really a great experience for me.”

Describe how you came up with your ad concept.
“Our team started with free associations in a café.  We wrote down many words from association about what Chevy is, and developed our concept.”

SJSU's LouLou Quintela

Name:  LouLou Quintela

School:  San Jose State University

Hometown:  Carlsbad, NM

Faculty Advisor:  Lilly Buchwitz

Year in School:  Senior

Major:  Graphic Design

Minor:  Photography

Hobbies: Traveling (road trips), music, poetry, the arts

How does it feel to be one of the five finalists?
“Amazing!  It’s like a rollercoaster ride that you hope never ends.  Lovin’ every minute of it!”

Describe how you came up with your ad concept.
“We wanted Chevy to be relatable, something everyone has… A best friend!  We wanted people to know that with Chevy, you not only get a car, but a friend by joining the revolution!”

What do you think about Chevrolet taking the risk of producing a consumer-generated ad for the Super Bowl?
“I think it’s an amazing opportunity for everyone involved.  The students get exposure and Chevy gets an insight into a young demographic.”

What would make you want to buy a Chevrolet car?
“A great ad that I can relate to and knowing that the company gets me!”

What if I Won?

We talked with lots of students at different schools as they worked on their submissions and asked them what it might mean to win the Chevy Super Bowl College Ad Challenge:

Katie Crabb, Wisconsin Finalist

Name:  Katelyn (Katie) Crabb

School:  University of Wisconsin – Milwaukee

Hometown:  North Prairie, WI

Faculty Advisor:  Jessica McBride

Year in School:  Freshman

Major:  Film & Journalism

Hobbies:  Writing, dance, singing, movies, friends, theater, sleeping

Describe how you came up with your ad concept.
“I’ve been watching the Super Bowl ever since I can remember. If the Packers weren’t in it, my family would have a party just to watch commercials… after a while, you just have a knack of knowing Super Bowl commercials. I basically took an ideology that I think that car commercials need to start incorporating…and I got my commercial.”

What have you learned about Chevrolet cars?
“I like the way they drive, and I like the company’s ideas and motivations behind each of the cars- they seem to have a centered goal and I think there is a car for every kind of driver, which I like. I also LOVE the fact that the new car/crossover line all get above 30 mpg on the highway.

Students talk about their Biggest Challenge

We talked to lots of students who entered the challenge, and asked them what their biggest challenge was in coming up with their submissions.  Here are their answers:

Get to Know Finalist Nathan Heigert

  Name:  Nathan Heigert

School:  Washington University in St. Louis

Hometown:  Mundelein, Illinois

Faculty Advisor:  Frank Oros

Year in School:  Senior

Major:  Visual Communications – Illustration

Hobbies:  Video Games, Movies, Graphic Novels, racquetball, Frisbee, drawing, bar-hopping

How does it feel to be one of the five finalists?
“It’s exciting to have even made it this far.  In fact, I’m proud to see that my ideas and art are good enough to pass in the business of advertising.  It also gives me confidence that after school I might not have to wait tables all week long.”

Here's Kiley Moorefield

Name:  Kiley Moorefield

School:  Elon University

Hometown:  Granby, CT

Faculty Advisor:  Michele Lashley

Year in School:  Senior

Major:  Corporate Communications

Minor:  Political Science

Hobbies:  Snowboarding, photography, camping, running

How does it feel to be one of the five finalists?
“It feels absolutely incredible.  It has solidified for me the fact that I want to go into advertising.”

Describe how you came up with your ad concept.
“[My partner] and I test drove cars, conducted interviews with people at the local Chevy dealership, did secondary research online, and finally sat for many, many hours concepting and coming up with ideas that tied in with all the information we had found out.”

What do you think about Chevrolet taking the risk of producing a consumer-generated ad for the Super Bowl?
“It seems that if consumers are going to be the ones watching the ads, then they are also the ones who could best tell Chevy what they would like to see.  To me all ads are consumer-driven, they are produced with the consumer in mind.  Why not take the chance of letting consumers create the ads?”

What have you learned about Chevrolet cars?
“I have learned that Chevy truly is an all American brand.  Their cars are affordable, visually appealing, and loaded with features and benefits.”

"Just Like American Idol"

 

The three SJSU student finalists, Anna Pogosova, LouLou Quintela, and Kelly Sherman

On her blog, Professor Lilly Buchwitz of  the School of Journalism and Mass Communications at San Jose State University, recounts her team's recent trip to Detroit.  She called it "Just Like American Idol":

"By the time they get to the last few weeks of American Idol, when they're down to the ten finalists, you know quite a few things:

You know those ten finalists have all launched a career in the music industry. You know their names, their state, and quite a bit about them as people. You like some of them better than others. It hardly matters who wins, all the finalists are famous. Remember, Clay Aiken didn't win.

The Chevy Super Bowl College Ad Challenge is like that.

There's no doubt that Anna Pogosova, LouLou Quintela, and Kelly Sherman (as well as the other eight students who were finalists) have all launched their careers in the advertising industry..."

Read more of Lilly's posts here.

Meet Sean Wehrli

Name: Sean Wehrli

School: Savannah College of Art and Design

Hometown: Davison, MI

Faculty Advisor: Woon Kee Yong

Year in School: Senior

Major: Broadcast Design

Minor: Motion Graphics

Hobbies: Ultimate Frisbee, Tennis, Soccer, Skiing, Snowboarding, making videos and or animations

How does it feel to be one of the five finalists?

“Wow. I feel like the dream I’ve been working so hard for is finally starting to pay off. Regardless of the outcome I know that it will greatly aid me in starting my career this March.”

Five Finalists Named - But Don't Go Away

Chevy wants to congratulate the five finalist teams and also thank all the other wonderful teams that participated in this challenge.  But don't go away - we're going to review a lot of the ad concepts and supplemental materials that came in to showcase the range of creativity we got from students across the country.

The five finalist teams are:

• From Elon University in North Carolina - Kiley Moorefield of Granby, CT and Tyler Lesch from Glenwood, NJ.
• From Savannah College of Art and Design -Sean Werhli of Davison, MI and Masahiro Wakabayashi of Savannah, GA.   
• From San Jose State University  - LouLou Quintela of Carlsbad, NM, Kelly Sherman of Yucaipa, CA, and Anna Posgosova from Cupertino, CA.
• From Washington University in St. Louis - Hubert Cheung, from Vancouver, Canada, Shlomo Goltz from Fort Wayne, IN, and Nathan Heigert from Chicago, IL.
• From University of Wisconsin - Milwaukee - Katelyn Crabb of North Prairie, WI.

On a recent weekend, these five teams were given an all-expense paid trip to Detroit where they worked with ad agency executives to polish their concepts before they presented them to Chevy. The winning team will be immersed in the advertising production experience with Chevrolet when their concept is turned into a commercial this winter. Come back soon to see videos of their weekend.  Get to know the finalists and watch episodes of them competing for the Chevy Super Bowl Ad.

Students Weigh in on Campaign

Students involved in this challenge talk about whether Chevy's got a good idea here:

Chevrolet Cars as Touchdowns

Team Chevy 522 sent in this video with their submission.  What I like about this is the clarity and simplicity of their idea.  A 2-liter soda bottle as a football, hot dogs as a soccer ball - and the Chevy cars as the goal posts/end zone - the ultimate tailgate party.  The cars are literally a touchdown.  Good work from Charles Spicer, Jerry Macarr and Colby Smith of the Art Institute of Portland. 

Our Four Stars

AVEO

The Chevrolet Aveo is surprising - a clever small car with a big car attitude. If I were to describe its personality, I'd say it was youthful,  open-minded, social and outgoing and unpretentious.  This car is for singles and couples just starting out. 

The Aveo has some unexpected features, like a standard radio input jack for iPods and an array of options, ranging from a power sunroof and six-CD changer sound system, to steering-wheel mounted audio and cruise controls.

To see more Aveo's, and find ideas, check out the photos on Flickr tagged Aveo.

________________________________________________

COBALT

The Chevrolet Cobalt is one awesome drive.  You get power and performance (and 34 MPG).  The Cobalt is a rebellious, hip, and tuneable car with cool technology. 

Here's a Cobalt SS racing video.  See more Cobalt videos on YouTube here.

_________________________________________________

EQUINOX

Our crossover Equinox exudes a grounded, quiet confidence.  This vehicle is not off-the-shelf.  The owners of this car have their priorities in line - family and friends.  This car is positive, warm, social, casual and active.  This car proudly says "I am who I am." 

The Equinox is flexible enough for just about any type of hobby or acivity.  Visit Equinox Central, where "Nox" owners gather to talk all things Equinox. 

_________________________________________________

HHR

The HHR is for the early adopter crowd.  This car wants to stand out - it's confident, cool, a little different, even crazy at times.  The HHR is optimistic, fun-loving and hard-working at the same time. 

Just last week, we introduced The HHR Panel, designed for commercial and private uses, features windowless side panels and rear cargo doors in place of conventional rear doors. 

I hope this helps you all as you're preparing your submissions.  Thanks again for taking part in this challenge. 

Update on the Chevy Super Bowl College Ad Challenge

Registrations are over and we’ve got the final count. More than 820 student teams have registered from over 230 schools in 46 states and the District of Columbia. (Where are you, North and South Dakota?). The University of Wisconsin – Milwaukee alone has 140 teams registered! They’re followed by American University in Washington, DC with 34 teams, and in third is the University of Florida down in Gainesville with 28 teams.

We are thrilled. We had hoped to get maybe 400 teams registered, so this surpasses our wildest dreams. Submissions are due on October 13th, so we are getting ready for the downpour of ideas. There’s no doubt that it will be incredibly hard to judge these entries.

We want our student competitors to know that we welcome any additional materials they want to send with their commercial ideas. Though not required, we’d love to see any video mock ups of your commercials. Or any photos, journals, recordings…we want to see your creative process.  Thanks.

PowerPoint Help

You'll find there's no one with better advice about PowerPoint presentations than Cliff Atkinson - he's written a book, Beyond Bullet Points, which is also the name of his blog.  He gave a seminar last week,  "Transform Your PowerPoint Beyond Bullet Points" and you can see it here.  Cliff uses a cinematic approach toward powerpoint. 

A good introductory post for you to read would be this one from last year:  The Fimic Lens:

If we didn't see a PowerPoint slide as a piece of paper projected onto a wall, how much would our perspective change?

Most analysis of PowerPoint applies principles of print design as the criteria for failure or success. That's fine as long as you are willing to accept that the model for media for live presentations is paper.  But paper is not the only lens through which you can see PowerPoint.

Filmmakers, like people who use PowerPoint, blend both projected image and spoken word to communicate. If you were to look at PowerPoint through a filmic lens you just may see a whole new vision of the medium. When you see your next film, ask yourself:  How are filmmakers able to complex communicate information without using text on screen?

• What tools and techniques do good filmmakers use to engage audiences, and keep them interested?
• Does a film have to "tell them what you're going to tell them" in order for an audience to understand what is happening?
• When we answer questions like these and then refocus our underlying attention on PowerPoint, we might just find that there's more to this medium than just a piece of paper.

Cliff has all kinds of great advice for presentations, and lots of great articles too.  You'll want to check it out.

Advice from a Pro

One of the things we hoped this challenge would give students is an idea how commercials are created.  John January, a creative at Sullivan, Higdon & Sink, has written his take on the Chevy Super Bowl College Ad Challenge.  On his blog, American Copywriter, January writes:

1. Ideas will be submitted in writing first. Students, this is known as the RFP process. You will need to be willing to invest blood, sweat and tears with absolutely no guarantee of reward. Your ideas will be judged by subjective crit