I gave the "Ad Management" (their words) Folk at Chevy/Campbell-Ewald enough time to review and approve my spot, which was well within the rules set out by them.
So here's my attempt, which I crudely captured myself. (PS - Where the ^%$@# is the URL?) Update: 255 views and a 1 star rating (which is appropriate I might add)
Also here's Jackie Huba's version. Also check out her post and consumer generated media's post on the same subject.
I think there are 3 themes here:
1) What is "Consumer Generated Media" and what is the difference between CGM and CGC (Consumer Generated Content), which is what I call it? I would argue that Chevy Tahoe's attempt is exactly CGM as per Pete Blackshaw (iCGM), COTC or CGM.com. Media as in Advertising as in ADS. By purposely using the word, "CONTENT", I am separating credible, believable and authentic creation and expression from contrived and controlled, puppeteered ads. Personally, I would hope the industry STOPS using CGM as a term or at least separates the wheat from the chaff.
2) Could we be seeing an underground or against the current trend here and elsewhere, where consumers will buck the system and create an anti-ad, with social and poignant commentary (or not) - for example, Jackie talks about Gas Guzzling, whereas I just poke fun at the hype/hyperbole/disconnect between what we see in ads and what is real e.g. the supermarket versus snowy peaks. To compound this thought, could we argue that this is exactly what Chevy hoped for and if so, would this be called a success (buzz etc)?
3) Speaking of which, I gotta ask the question...is this going to sell cars? What are the mechanism in place to convert this interest (or even, gulp...engagement) into leads and sales? Let's not forget why we're (over)paid the big bucks by our clients shall we?
