Chevrolet is planning to advertise again on ABC's telecast of the annual Academy Awards on March 2, 2014, following a five-year absence. Paul Edwards, GM's executive director of global marketing strategy, remarked that Chevrolet’s return to the Oscars will come with a bit of a twist. The brand, in partnership with the MOFILM creative community, plans to invite aspiring filmmakers to come up with 30- and 60-second car stories.
The ads creation contest will run from June to November 2013. Filmmakers are required to submit their scripts on or before August 16, 2013. Submitted ad works will be judged by a panel that includes director Spike Lee and producer Jon Landau as well as Chevrolet Chief Marketing Officer Tim Mahoney and Commonwealth Chief Creative Officer Linus Karlsson. The panel will provide tips and advice for their ads, and then choose the winning piece.
The chosen ad will be aired alongside regular Chevrolet TV spots during the Oscars telecast next year. Chevrolet will post a brief detailing the specifics of the contest in the next few weeks, according to Edwards.
Chevrolet will consider both 30- and 60-second spots depicting "significant human moments" in models like the Cruze, Sonic, Volt, Malibu, Equinox, Impala and Silverado.
GM made a similar move with its "Happy Grad" spot aired during the 2012 Super Bowl. Edwards disclosed that GM was surprised by the insights it received from global consumers. He said that opening up Chevrolet to aspiring film-makers is in line with the brand’s "Find New Roads" marketing effort. [source: automotive news - sub. required]