New Ad Chosen from Chevrolet MOFILM Finalists
In honor of Mother's Day 2014—coming up this Sunday, May 11—the Bowtie Brand will premiere a new short film/30-second television commercial showing how the 2014 Chevy Equinox can ensure at least one mom gets to sleep in on her big day.
Titled "The Extra Mile," the mini movie starts with a toddler waking up just before the crack of dawn, and not in the happiest of moods. That leaves dad in a dilemma over how to soothe junior without waking his wife, but he solves the problem with some early-morning motoring in the 2014 Chevy Equinox. After a nice dad-and-daughter drive that includes seeing a shooting star and watching the sun rise, it's back to bed for both. But while the former gets to serve mom breakfast in one, the latter is fast asleep in her own.
Said Paul Edwards, U.S. vice president for Chevrolet Marketing: “We chose ‘The Extra Mile’ because it’s a beautiful tribute to what Mothers’ Day is all about—a day to honor mothers and show appreciation for all of the special things they do every day."
No doubt also helping to inform Chevy's choice was the fact that the work was created by Jake Viramontez as part of the brand's 2013 MOFILM program. That effort drew some 200 scripts and more than 70 movies from filmmakers around the world, all eager for mentorship from Chevrolet's panel of entertainment-industry experts. Viramontez' project was one of 13 finalists from the MOFILM challenge and benefited from the insight of Academy Award winner Jon Landau, producer of films like "Titanic" and "Avatar," as well as someone with a bit more mom experience: Viramontez' sister, who also happens to be the mother an 18-month-old tot.
The spot stars the filmmaker's friends and represents the first commercial from Viramontez, a recent graduate of the Art Center College of Design who has previously focused on documentaries.
Film buffs further may recall that, before the 2014 Chevy Equinox starred in "The Extra Mile" for MOFILM, the program also had delivered the "Speed Chaser" spot that starred the Chevy Cruze and ran during the broadcast of the 2014 Oscar Awards show.