Former VP Al Gore is sponsoring a competition for TV and online ads that raise awareness of climate change, reports The New York Times (via MarketingVOX).

Gore and his Alliance for Climate Protection sent out solicitations to a number of agencies, seeking submissions of 15- to 60-second ads containing a call to action. It’s also open to amateurs and anyone else looking to enter the contest.

The competition is an extension of the recently-held Live Earth series of concerts, part of Gore’s long-running goal of raising environmental issues. A group of scientists, activists and actors such as George Clooney will judge the submission, due September 12th. More than one submission may be selected, with the creator of the best spot getting a Toyota Highlander hybrid SUV.

The selected spots will likely get heavy play – not only on TV, but online as well.