Chevrolet’s 2023 Holiday Ad: Ready To Tear Up?

Tissues Required: Press Play!

Chevrolet just debuted their lastest holiday ad, which has truly stirred the heart. It showcases a familiar family joined together in a home for the special season, with joyful youngsters enjoying each other’s company. A poignant moment is explored too, with an elderly woman in the corner suffering from the beginnings of Alzheimer’s.

Unwittingly ignoring her environment, her grandchild guides her in an aged 1972 Chevrolet Suburban. The mellow tones of John Denver gracing this momentous commercial, Sunshine On My Shoulders providing the perfect melody. The nostalgic trek includes several reminiscences for the grandmother; her childhood home, her alma mater, and even the cinema they kissed at for the first time.

She bit-by-bit regained her identity, as recollections of the past penetrated her mind, and came to understand she must make haste for home in order to aid her spouse with the family dinner.

A Holiday to Remember | Chevrolet

As they pull into the drive-in theater, the grandmother reminisces, “We put the whole lot of you in the back of this thing,” recalling when her grandchildren were still little. She smiles fondly, thinking of those days gone by. Now, the grandchildren are all grown up and the car isn’t quite as spacious as it used to be.

This wonderful narration speaks volumes while utilizing only a few words. It serves as a tender reminder that automobiles are not merely vessels used for transportation, but meaningful mementoes with stories attached. They can often be the most poignant reminders of times long gone and those no longer present.

“There is something special about automobiles in the mindset of Americans; they have come to symbolize life’s events and are a key part of the market,” Steve Majoros, Head of Marketing for Chevrolet, told Ad Age. “They have a certain expectation placed upon them, and that is why they remain so important to us.”

However, mainly the advert calls attention to the struggles confronted by those afflicted with Alzheimer’s disease and those around them.

Chevrolet collaborated intently with the Alzheimer’s Association when devising this commercial. “We discussed reminiscence therapy a great deal – not that it’s a remedy or a solution, but the potency of music, the power of recollections are things that can help the individual experiencing it to feel more relaxed. And the people who are the caregivers that are surrounding them, to also feel more tranquil,” Majoros added.

For2024, General Motors has determined that they shall no longer engage in Super Bowl commercials as previously practiced. To bridge this gap, the automaker decided to collaborate with Will Ferrell and Netflix to create a captivating and amusing commercial.

“With its latest holiday advert, considered Chevy’s Christmas card to the nation, the company relies on consumers to share the advert via social media,” said Chevy’s Chief Marketing Officer, Paul Majoros. “We’re not going to go spend a trillion dollars in media,” he continued. “Rather, we are hoping to appeal to consumers with warm, emotive stories that they will want to share with their friends and family.” Majoros believes that this approach will help the company reach a wider audience and create a more meaningful connection with consumers.

The advertisement will arrive on television during Fox’s Thanksgiving Day football showing.

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