Chevrolet recently created a video contest, calling filmmakers from across the world to submit a 30 second spot based on a brief issued by organisers, MOFILM. The competition, known as Chevrolet Route 66 Superbowl kicked off to a great start, with spots coming in from all over the world. 

Cape Town Commercials Director, Amour Setter assembled a crew and teamed up with cinematographer Merlin van Staden to create a quirky 30 second ad filmed in Philadelphia and Cape Town. Twenty four hours after uploading the ad, Amour was contacted by the MOFILM team informing her that her commercial had been short-listed.  A week later she was informed her that her ad had reached the finals.  Chosen from 500 short-listed ads world-wide, her quirky ad Larry! was in line with 50 finalists for the Grand Prize of $25,000 and a chance to be screened at the Superbowl XLVI . 

Amour and her team came up with a concept and shot the commercial in under 10 days.  Her post production team consisted of editor Jason Grobler, Sound Surgeons and Waterfront Studios.

Chevrolet loved Amour’s commercial so much, they offered to buy the rights to the ad during the judging stage of the competition.  Shortly thereafter Amour was contacted by the Vice President of MOFILM in North America and encouraged to shoot a spot for another brand competition.  Apparently the brand managers of the particular brand had seen Amour’s ad Larry! and had really liked it. Amour immediately set about shooting her second commercial for the following competition before setting off to Bangkok (Thailand).  On 25 January Amour discovered that her ad had won first prize in the Africa/Middle East region.  Chevrolet will be flying Amour and her DOP Merlin van Staden to Los Angeles to collect her regional prize and take part in the Chevy Celebration Party. 

Amour currently runs an on-line film school (Auteur Film School) in South Africa where she mentors and assists aspiring filmmakers realize their dreams of becoming professionals.  She started her film school in Johannesburg in 2006 and has since helped dozens of aspiring filmmakers enter the local industry. Amour’s film school has won 9 film awards in total, including a prestigious international award. Amour began directing music videos in 1995 and split her time between directing and producing. She has worked on many different projects over the years, including television shows and documentaries.  After nearly 6 years of teaching Amour decided to return to directing full-time and is currently based with a Commercials Production Company in Bangkok.