Chevrolet has tied a five-year knot with the Oscars, with attention on independent filmmakers. Chevrolet’s theme for this year’s campaign is celebrating “moments in life that happen between A and B,” per the GM unit. To support its relationship with the awards ceremony, the automaker partnered with global filmmaker community MOFILM, which launched a submission platform to give a chosen few a chance to see their films air in Chevrolet ads during The Oscars broadcast on ABC.
Early draft scripts will be reviewed by people like the Academy Award-winning producer of “Titanic” and “Avatar” Jon Landau; Spike Lee; Chevrolet’s Head of Marketing Tim Mahoney, and Linus Karlsson, chairman and CCO of Chevrolet's global agency Commonwealth.
MOFILM has become something approaching a virtual ad agency because of the number of brands that have tapped into its pool of filmmakers for content. The site, in fact, has a long roster of brands it refers to as clients: HP, Kodak, Motorola, Pepsi, Visa, Unilever, Yoplait and a lot of European brands are on the list.
Chevrolet, which has a category-exclusive deal with MOFILM, has done numerous projects with the community over the past couple of years, all of them tied to driving. A program last year, pitching MOFILM directors, asked for 60-second films around "range anxiety" with the winner getting a trip to Barcelona. The company also did a contest last year to promote the Sonic compact.
A Chevrolet spokesperson points out that the last time Chevrolet advertised on the Oscars was in 2008.
Separately, Major League Baseball Properties (MLBP) and Chevrolet have launched a partnership that makes the automaker, which has been “Official Vehicle of Major League Baseball” since 2005, 2013 Chevrolet Home Run Derby on July 15 at Citi Field in New York, home of the New York Mets, and televised live on ESPN beginning at 8:00 p.m., per the automaker
The Chevrolet Home Run Derby will also raise funds for charities including Boys & Girls Clubs of America as well as MLB’s Reviving Baseball in Inner Cities (RBI) program.