This holiday season, Chevrolet is brilliantly capturing the feelings that vehicles can represent in our lives. It is also showing how cars can link people together and form lifelong bonds. Chevy is using a stunning 1957 Nomad and a 2024 Chevrolet Blazer EV to illustrate the connection between neighbors.
Chevrolet's Mrs. Hayes Holiday Vignette
The advertisement starts with a woman having trouble getting her beautiful 1957 Nomad station wagon to start, while a man is charging his 2024 Blazer EV nearby. Through flashbacks we see that the woman was a young bride in the same car and lost her husband in the military. In the flashbacks, we see her washing her car when a young neighbor boy, named Billy, accidentally hits the car with a ball while playing. It shows Mrs. Hayes teaching the youngster how to change the air filter and work on the car. It is Billy who comes to Mrs. Hayes' rescue, not only giving her a ride in his new Blazer EV, but also fixing her Nomad.
The ad runs just a minute, but the extended version is even more of a tearjerker. Watch it here.
The 2024 Chevrolet Blazer is only shown, never mentioned by name. There is no hard sell here. There doesn't need to be. The ad perfectly weaves together the past and the present. It shows the emotional connection a vehicle can foster. The ad reminds everyone about the importance of kindness and connection, especially during the holidays. The 1955, 1956, and 1957 Chevrolets are some of the most well known and treasured classics because of how popular they were and how strong the memories are for the generation known as the Baby Boomers.
Chevrolet understands the importance of vehicles in our collective memories and how some cars represent certain periods of our lives. The ad hits a perfect note without being cloying and not pushing a product. Hopefully, the ad will win every award possible and send a message to other advertisers about creativity and brand identification.
Screenshot of Chevrolet Video
Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.
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