Chevrolet is launching a heart-warming holiday-themed spot during NFL football on Thanksgiving Day.
The brand’s CMO, Steve Majoros, refers to the cinematic narrative as a “Christmas card to America.”
“Last year, the holiday commercial resonated so deeply with viewers, so the decision to create another spot that was rooted in nostalgia and community was an easy one,” Majoras says.
The 60-second TV spot and full-length 5-minute short film, “Mrs. Hayes," aim to reinforce the connections people share among family, community, and of course, their car.
“Nearly everyone has a Chevrolet story, and we feel fortunate to have genuine connections with so many,” Majoros says.
Chevy agency Commonwealth//McCann create the work along with visual director Joshua Kissi.
The narrative follows the fictional Mrs. Hayes, inspired by hundreds of true stories, who nurtured a community with the same care and purpose that she nurtured her beloved car -- and how, in turn, that neighborhood came to cherish her. The spot features a classic ‘57 Chevrolet Nomad.
This year’s holiday spot builds on the momentum of Chevrolet’s 2022 holiday spot, "Holiday Ride," another emotional story that aimed to resonate with people from all walks of life.