Chevy Tries a Write-Your-Own Ad Approach, With Predictable Results

[gristy]

http://www.nytimes.com/2006/04/04/business/media/04adco.html

By JULIE BOSMAN
Published: April 4, 2006

At first glance, the video looks like a typical 30-second car commercial: a shiny sport utility vehicle careers down a country road lined with sunflower fields, jaunty music playing in the background.

Then, white lettering appears on the screen: "$70 to fill up the tank, which will last less than 400 miles. Chevy Tahoe."

The commercial is the product of one of the advertising industry's latest trends: user-generated advertising. On March 13, Chevrolet introduced a Web site allowing visitors to take existing video clips and music, insert their own words and create a customized 30-second commercial for the 2007 Chevrolet Tahoe.

more...

[wordpix]

1. puff piece says Chevy execs knew exactly what they were in for when they

asked web surfers to create ads.

Yeah, it really helps to sell the Tahoe when it's all over the blogosphere that it costs $70 to fill the tank and you get 400 miles/tank. My Civic gets about 40 mpg and a $24 tankful takes me more than 400 mi.

[rocktivity]

2. I guess this is a REAL story now thatTHEY'VE finally picked up on it.

And if you believe this, I have a bridge in Brooklyn you might want to buy:

...A spokeswoman for Chevrolet, Melisa Tezanos, said the company did not plan to shut down the anti-S.U.V. ads. "We anticipated that there would be critical submissions," Ms. Tezanos said. "You do turn over your brand to the public, and we knew that we were going to get some bad with the good. But it's part of playing in this space..."

:eyes:
rocknation

[BleedingHeartPatriot]

3. I linked to my favorite DU'er ads. Some of them are gone, now. So, they

can't have it both ways.

They are practicing censorship while saying they'll tolerate all voices.

MKJ