Filmmaker Zack Borst recently won the Chevrole Route66 competition and this spot will air during Super Bowl XLVI.


I'm all for talented people finding their big break through crowdsourcing contests. In fact, I was involved in Super Bowl ad contests way back when I was writing for Chevy. My only issue with make-a-commercial contests is that, although some spots have been entertaining, none have been super Super Bowl commercials. I like the premise of this spot, but the casting is off for me. For a high school grad, the lead actor looks almost as old as his parents. Plus, his excitement level was too over the top.

Super Bowl time is probably one of the more crazy and cutthroat times at an agency. I've pitched many spots, but I've never been produced. Once I swallowed the bitter pill of making it to a final presentation, only to have another ad get chosen. Often, it's not about just having the best idea. A lot of elements beyond your control come into play for that coveted spot.

Some creatives won't even pitch ideas, because they feel they don't stand a chance. If you can be swayed that easily, this isn't the business for you. Each year I was asked to participate I gave it my all. But it's just like entering a contest – the odds are against you. So if you manage to get produced, enjoy your moment in the spotlight while it lasts.

Still I say congrats to Zack Borst. But know in an agency world, getting any TV spot produced is tough enough. And a Super Bowl spot is never as simple as entering a contest.

By the way, this is the commercial that beat me - and for good reason. It's one of my favorite Chevy spots by some of my former co-workers.