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 family-centered messages, which the brand calls its “holiday card to America.” It is its fifth installment in what has become a tradition: 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 three-and-a-half minute film that puts mom at the center, the keeper of memories and the glue that holds family traditions together.

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.

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 holiday spots included 2023’s “A Holiday to Remember,” 2022’s “Mrs. Hayes” and 2021’s “Holiday Ride" -- all from Interpublic’s Commonweath//McCann, Chevrolet’s former agency of record 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 in select cities across the country. 

From San Diego to Detroit, the caravan will travel 2,987 miles, with stops in Dallas, Nashville and Atlanta.

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. The events will be presented in collaboration with Chevrolet’s local dealers.

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.