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Chevrolet snubs Goodby Silverstein by crowd sourcing 2012 Super Bowl campaign

General Motors’ Chevrolet is reviewing its creative account at recently-appointed Goodby Silverstein & Partners and it’s added insult to injury by choosing to ‘crowd source’ its 2012 Super Bowl campaign, inviting independent film makers around the world to submit their ideas on the theme of ‘Route 66’ via craft network Mofilm.

GM would no doubt argue that this is a good idea anyway (which it is, provided a decent film emerges) and would have happened whether it had an agency it was happy with or not. But it’s hard to believe any of the world’s top agencies would take very kindly to vacating the biggest ad showcase on earth.

GM’s global CMO is the ever-controversial Joel Ewanick of course. All this rather suggests that Joel thinks its goodbye to Goodby on Chevrolet.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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