Chevrolet holds contest for Super Bowl XLVI TV advertisement

Watch the winning entry
Jan 30, 2012

We know that carmakers have been using the Super Bowl--easily the biggest sporting event in the US--to launch their TV advertisements. Last year, we even listed our top 5 favorite ads from Super Bowl XLV, including the Volkswagen one with little Darth Vader. Well, it's Super Bowl season once again, so expect to see a handful of really cute ads from several creative car companies.

Chevrolet leads the way for Super Bowl XLVI, which will take place on Sunday, February 5 (US time). For its Super Bowl ad this year, Chevy held a contest among independent filmmakers called "Route 66 Super Bowl Ad Contest." It attracted 400 scripts and 198 films from filmmakers based in 32 countries. Between December 22 and January 14, the entries had more than 32 million total online views.

In the end, "Chevy Happy Grad"--an ad submitted by 26-year-old Long Island resident Zach Borst--was picked and will thus be aired during the telecast of Super Bowl XLVI. Borst is an aspiring filmmaker and has been producing films since his childhood. He founded his own production company, Goat Farm Films, based in New York.

"We asked filmmakers to depict life’s journey and how Chevrolet is there along the way," said General Motors global chief marketing officer Joel Ewanick. "When I saw Zach's spot, I had to laugh, because the situation is something many families can relate to--expectation and reality. 'Happy Grad' clearly shows the passion that Chevrolet elicits."

Chevrolet expects an audience exceeding 110 million television viewers to see the ad. "Chevy Happy Grad" was filmed on location near Borst's home on Long Island during a weather window that offered him, his cast and crew only four hours to complete the project.

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