Who Wants To Be A Creative?

New advertising talent is about to be discovered, as Shedd’s Spread Country Crock wants a consumer to create its next TV spot.
Budding filmmakers are encouraged to fashion their own 30-second Country Crock ads. Entries must retain the brand’s traditional creative framework–a man’s and a woman’s hands, playful banter and a tub of the product–but the rest is up for grabs.
The winner receives $25,000 and will be flown to Hollywood to see the ad produced professionally.
“Thirty seconds of fame, that’s the real enticement,” said Country Crock brand manager John Lebl.
Giving up some control did not phase creatives at Stone & Simons, Southfield, Mich., which services the Englewood Cliffs, N.J., Lipton brand. “They were all for it,” Lebl said. “They want to see how their message has gotten through.”
Pierce Promotions & Event Management, Portland, Maine, is coordinating the promotion. “We can’t wait to see the entries,” said Sue Ellen McClain, an account director there. “It’ll be fun to see how consumers translate the ‘Hands’ theme.”
Entries are due Feb. 29. The winning homemade movie will air once on the three major networks May 14, when the professional spot breaks.
–Tim Nudd