Chevrolet’s Good Deeds Cup campaign is about getting more individuals to do more good, and to get minor hockey players to recognize the power of even small acts.

Combining animation and live action – what agency Momentum Worldwide calls a “big-impact, comic book-style film” – a new spot highlights different actions teams can take to qualify for the automaker’s Good Deeds Cup. The style of the spot makes even small efforts like cleaning a park, walking a neighbor’s dog or donating clothes, feel like a big deal.

Now in its seventh year, the Chevrolet Good Deeds Cup encourages minor hockey teams across Canada to do good deeds in their communities. The winning team will receive $100,000 to be donated to a registered charity of their choice, a selection of prizes for themselves and have their name engraved on the Chevrolet Good Deeds Cup trophy.

Last year, the Lloydminster Female U13 Blazers won for creating a plan and holding events to make their local rink more accessible. The team donated the $100,000 grand prize to Inclusion Lloydminster to help with those goals.

James Hodge, brand director at Chevrolet Canada, tells strategy that campaign introduces a fresh look for marketing around the CSR effort. In the past, Chevy has focused more on the community impact of a good deed. Now, by showing that all good deeds are important and can be easy to do, the idea is to encourage more players to do more good.

The campaign launches on Jan. 20 and will run across TV and social with ambassadors and influencers helping to spread the word, with the Chevy brand leaning heavily into TikTok to reach its target, hockey parents and their kids.

The creative, Hodge says, lends itself well to social channels thanks to its fun, comic nature.

Commonwealth/McCann is the lead Creative AOR for Chevrolet. They also led the production of the TV work.

Carat supported on the buy side, with Weber Shandwick on PR. Ad spend, Hodge notes, is in line with past efforts.