Chevrolet is once again offering up a cinematic spot that aims to pull at the heartstrings for the holidays. 

The effort includes an experiential roadshow featuring its Chevrolet Silverado EV. 

The General Motors division has a history of offering compelling creative family-centered messages. 

The brand calls it its “holiday card to America.” It is its fifth 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 effort, created in collaboration with Anomaly and Park Pictures, features a 3 1/2 minute film that puts mom at the center — the keeper of memories and the glue that holds family traditions together.

As years pass and children grow, traditions naturally evolve. Chevrolet’s film follows an empty-nester couple on their annual holiday drive to the family cottage in their beloved 1987 Suburban, a journey that lets them revisit the moments, milestones, and memories that built their family.

The drive, with the back row now empty, triggers a collection of flashbacks. Reminiscing on past journeys taken with two children and the family dog filling the bench seat and special memories as the family grows older.

Steve Majoros, Chevrolet’s chief marketing officer, who is the father of three adult sons, reflects on how the holidays give us the opportunity to reconnect and cherish the traditions that bring us together.

“This year, our focus was to invite people to remember life’s most special moments with family, with its ups and downs, and to find joy in the journey,” Majoras says in a release. “We can’t wait to share this story with families across America, in a way only Chevy can. We are a brand that represents the faces of our country and we’re certain many will see themselves reflected in this story.”

The 60-second version of Holiday Card to America will debut during the football game on Fox on Thanksgiving Day and on the Chevrolet YouTube channel.

Last year’s spot, “The Sanctuary,” was among the first work for Chevrolet from then-new agency Anomaly. 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 2024 by Anomaly. 

Chevrolet is taking the joy on the road this year with Chevy Holiday Magic, a Silverado EV-powered spectacular popping up select cities across the country. 

From San Diego to Detroit, the caravan will travel 2,987 miles, with stops in Dallas, Nashville and Atlanta. It’s a testament to the truck’s capability to go far, charge fast and lend power through its Vehicle to Load capabilities, in which it can be used to power a wide range of devices, from small appliances at a worksite to larger equipment at a campsite. 

The Silverado EV will help light up events at each city, from illuminating a Holiday tree and a surprise light show, to powering a festive atmosphere where families can enjoy s’mores over a fire along with hot cocoa, to the tune of holiday caroling by local choirs. 

Each event is presented in collaboration with Chevrolet’s local dealers, bringing the community together to celebrate the season.

The ad will be displayed at each event on a cinema-style screen, with the vintage Suburban used in the ad on display, along with a current lineup of Chevy products. Chevrolet will also be working with the Toys for Tots chapter in each city to help spread holiday cheer to families in need.