Youth + Internet = help for a car company

Let's say you're an executive at Chevrolet and you want to figure out a way to market your cars to a younger demographic group.  And you want to create a Superbowl ad, which is a notoriously expensive proposition.  How about hiring college students (i.e. your target group) to create an advertisement?  Better yet, how about having a contest for college students and setting up a blog to help them create their submissions? 

Hmmmmmm.  Sounds like even stodgy corporations are beginning to find new ways to use technology and the internet.  Volvo's effort, however, apparently leaves something to be desired.