At the Cannes Lions 2011 Festival this morning the car marque announced a partnership with crowd-sourcing agency MoFilm to create a competition for young film makers to create ads for broadcast during the Super Bowl.
However Paul Edwards, executive director of marketing strategy at Chevrolet-owner General Motors, said the move would not affect the marque’s relationships with its ad agencies, which include G2.
He said: "What we like about this model is that we're not casting aside the traditional agency model - this is a complementary model. It’s now a portfolio of different perspectives that makes up Chevrolet.
"I don't think we could crowd-source what a traditional agency does, so right now [the model is] complementary."
Chevrolet has already purchased slots for the winning ads during Super Bowl 2012. As well as seeing their ads broadcast during the event, the film makers will win a trip to the event and $30,000.
Edwards said Chevrolet had made eight crowd-sourced ads with Mofilm in the US and Europe, and was looking to expand such activities into other regions.
He said: "For so many years at Chevrolet we thought we owned the brand but we realised that consumers own the brand. With Chevrolet having such a rich diverse heritage around the world, we thought 'why not open it up'."
One such ad, 'Chevvy runs deep,' was shown at the session to big applause from delegates.
Doritos became the first brand to air a crowd-sourced ad during the Super Bowl as part of its 'Crash the Super Bowl' campaign.
The Super Bowl is the single most watched TV show in the US, with more than 106 million people having tuned this year – the largest audience in TV history for a single Super Bowl broadcast.