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24 November 2017 15:02 (South Africa)

Chevrolet's next advert to be crowd-sourced

  • Andy Rice
    andy rice
    Andy Rice

    Andy Rice is a founding partner of Yellowwood Future Architects, a marketing strategy consultancy. In his other lives, he is the southern hemisphere's only supporter of Cambridge United Football Club, and was once upon a time the South African National Spoofing Champion. He has played football at Wembley and cricket at Lord's within the same weekend, but troubled the scorer on neither occasion. Things could only go up from here.

Chevrolet Europe is turning to crowd-sourcing to conceptualise its latest car advertisement. The winning entry will convey the brief that Chevrolet is both "passionate and practical". The last time Chevrolet tried a crowd-sourcing strategy in its advertising, several people made videos calling the vehicle maker to task for, among other things, its environmental policy. We guess the lure of tapping creative genius on the cheap is what's convinced the company that it might be a good idea to go this route again.  Read more: Brand Republic 

  • Andy Rice
    andy rice
    Andy Rice

    Andy Rice is a founding partner of Yellowwood Future Architects, a marketing strategy consultancy. In his other lives, he is the southern hemisphere's only supporter of Cambridge United Football Club, and was once upon a time the South African National Spoofing Champion. He has played football at Wembley and cricket at Lord's within the same weekend, but troubled the scorer on neither occasion. Things could only go up from here.

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