Chevrolet's next ad: From Super Bowl to The Oscars via Man United in India

By Brendan Coyne | 20 June 2013
 
No! Not again!

Chevrolet is branching out from traditional advertising and giving it to the people. It will crowd-source its next ad and the winner will air at The Oscars.

Legendary film makers Spike Lee and John Landau will guide the makers all the way to awards.

Paul Edwards, executive director of marketing strategy at General Motors, announced the competition on Wednesday at a seminar session at Cannes.

The brief is simple: Life happens between A and B. Chevrolet wants film makers to encapsulate that "within the small moments on the journey where life happens,” said Edwards.

He said the brand aimed to go beyond its last crowd-sourced advert, which aired at the 2012 Super Bowl. As successful as Happy Grad was, “a huge scale ad competition was not the best forum for creative story telling”.

The competition is a collaboration with MOFILM, a creative community for aspiring film makers. The invitation is open to anyone in the world to tell their stories in 30 and 60 seconds.

Chevrolet CEO Tom Mahoney, and Commonwealth chairman and chief creative officer, global brands, Linus Karlsson, will also mentor some of those that submit scripts before 16 August.

Edwards said that collaborative approaches could help overcome the biggest challenge facing global brands: local relevance and resonance. The competition is one way to get locals to deliver that.

The brand's partnership with MOFILM already tackles the issue.  Edwards aired an advert that is part of the brand's partnership with Manchester United as one example. Called 2:59pm, the shorts aim to show what the minute before the traditional 3pm Saturday kick-off means for communities around the world.

This one's in India, where the TV cuts out at 2:59pm.

See more here.

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