• by Tanya Gazdik , November 27, 2024

General Motors’ Chevrolet brand is debuting its annual heart-warming holiday spot.

The brand calls it its “holiday card to America.” It is its fourth installment in what has become a tradition for the brand: creating ads that focus on themes of love, community, connection, caring for one another, and, of course, the vehicles that bring us together.

This year’s creative, “The Sanctuary,” from new lead creative agency Anomaly, highlights a special relationship between a grandfather, father and son and underscores the pressure that often accompanies choosing a career path. The ad also touches on people who build things, families, and communities.

The effort includes a 5 1/2 minute long-form spot, a 60-second spot and an Instagram post.

The 60-second spot debuts on Thanksgiving during the Detroit Lions football game and then will air throughout the holiday season. 

Previous spots include 2023’s “A Holiday to Remember,” 2022’s “Mrs. Hayes” and 2021’s “Holiday Ride.”

All were from Interpublic’s Commonweath//McCann, Chevrolet’s former agency of record that was replaced in June by Anomaly. 

“Nearly everyone has a Chevrolet story, and we feel fortunate to have genuine connections with so many,” Chevrolet CMO Steve Majoros said about one of the previous holiday efforts. Majoras could not be reached for comment by press time. 

The creative comes at a critical time for General Motors, which recently laid off around 1,000 employees across departments. 

A statement said the company needs to “optimize for speed and excellence. This includes operating with efficiency, ensuring we have the right team structure and focusing on our top priorities.”