Chevy to Make a Comeback at the Oscars with
New User-Generated Competition Ads
By Ally Reis
June 25, 2013
After a five-year hiatus, Chevrolet will once again be advertising at the annual Academy Awards. Not only
has Chevy signed a deal with the Oscars to advertise during the program for the next five years, but the
new ads also have an interesting twist: in addition to their own commercials, Chevy has invited aspiring
filmmakers to contribute to the campaign.
Chevrolet is working with the creative group MOFILM to find independent filmmakers to make 30- and 60-
second ads about “celebrating the simple, yet significant moments in life.” These ads are meant to be
short stories that depict special moments that might occur while driving a Chevy car. This contest will take
place from June to November of this year, with an August 16 deadline for script submissions.
After filmmakers send their ads to Chevy, an expert panel, including director Spike Lee, producer Jon
Landau, Chevrolet Chief Marketing Officer Tim Mahoney and Commonwealth Chief Creative Officer Linus
Karlsson, will judge the scripts. The winning ad is expected to air along side Chevy TV spots during the
Academy Awards on March 2, 2014.
These independently filmed ads are part of Chevy’s “Find New Roads” marketing theme. By encouraging
these users to contribute their own Chevy stories, other viewers get to see a more personal commercial
created by someone they probably have more in common with than the average ad executive. It is this
connection that the ad company hopes will inspire a desire for exploration and unique experiences that
only a Chevy vehicle can provide.
Chevy first incorporated this personal story-based concept in the 2012 Super Bowl commercial, “Happy
Grad.” In this ad, a happy graduate thinks his parents have bought him a Chevrolet Camaro. The “Happy
Grad” commercial saw a lot of positive response worldwide, which, of course, encourages Chevy to use
this type of storyline again.
Now, with the incorporation of user participation in ads, viewers have even more opportunities to
contribute to the content they’re being served by companies like Chevrolet. Chevy’s goal for advertising
during the Oscars is to widen their audience to get a more diverse group of car shoppers interested in
their brand. This user-generated ad campaign will certainly pique interest based on it’s concept alone,
and Chevy’s loyal following should play a part, too, like we’ve seen from Doritos’ Super Bowl Ads in the
past. With all these factors combined, Chevy seems to be confident in the success of their plan for user-
generated commercials at the Oscars.