The automotive company is shunning ad agencies and will instead use two crowd-sourcing platforms. will run an open competition for an ad script, while will find a director to shoot the winning entry.
The brief is to communicate that Chevrolet is both ‘passionate and practical’ and will aim to combat a perception that the company comprises solely big, expensive fuel-consumption vehicles.
Targeting 25 to 49-year-olds, it is likely that the winning idea will feature the Chevrolet Spark and the marque’s electric car, Volt.
Wayne Brannon, president of Chevrolet Europe, said the marque was looking for a "dramatic breakthrough idea".
According to Brannon, marketing can get "tired and a bit vanilla" when those involved are too close to the brand.
He added: "I believe that the ideas that you get from people who are not that close to your brand are often a little bit richer."
Four years ago, Chevrolet ran a crowd-sourcing exercise that backfired. The car marque provided clips and music to allow the US public to create an ad for its SUV Tahoe and upload them online.
However, a number of entries attacked the company over issues such as climate change, and expressed anti-US sentiments.
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