Chevy Tries a Write-Your-Own-Ad Approach, and the Potshots Fly - New York Times

Chevy Tries a Write-Your-Own-Ad Approach, and the Potshots Fly - New York Times: "Advertising
Chevy Tries a Write-Your-Own-Ad Approach, and the Potshots Fly

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.

All Podcasts 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. "