Chevy to Return to Oscar Advertising With User-Generated Ad


Chevrolet will return to advertise on ABC’s annual Academy Awards telecast next year after a 5-year absence. But the General Motors division’s return to the Oscars will come with a twist, said Paul Edwards, GM’s executive director of global marketing strategy.

Chevrolet will work with the MOFILM creative community to invite aspiring filmmakers to create their own 30- and 60-second-car stories. The global ad contest will be judged by a panel that includes director Spike Lee, producer Jon Landau, Chevrolet Chief Marketing Officer Tim Mahoney and Commonwealth Chief Creative Officer Linus Karlsson.

They’ll offer contestants tips and advice, then choose the winning commercial,l which is expected air alongside regular Chevy TV spots during the Academy Awards telecast on March 2, 2014. The automaker is expected to discuss the Oscar ad contest during a panel on crowdsourcing at the Cannes Lions advertising festival Wednesday

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