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Chevrolet has done a masterful job over the years illustrating how its vehicles are part of nearly every family’s history. Chevy’s latest holiday ad features a 1978 Silverado truck and shows how a father is helping his son focus on his future. Chevrolet’s latest Silverado EV also puts in an appearance tying the past and future together.
As the advertisement starts, the family is mourning the loss of a beloved father and grandfather. In a scene reminiscent of the movie “The Graduate”, a young man struggles with his future plans. His father uses the older Silverado to offer encouragement.
Chevrolet's Role in America's Holiday History
This is the fourth year that Chevrolet has used the holidays to reinforce its significant role in many families’ memories. Last year, I wrote about Chevrolet’s holiday ad featuring a 1972 Suburban as a young woman helped her grandmother with dementia.
In 2022, I wrote about the Chevrolet ad highlighting a 1957 Nomad and a 2024 Chevrolet Blazer EV. That ad showed the important connection between neighbors.
In 2021, Chevy’s holiday ad showed a widower reminiscing about his wife and her 1966 Impala. His daughter had the car refurbished without his knowledge as a gift.
All of the ads use a specific circumstance to highlight the memories and concerns that many of us share. Specific vehicles are tied to many of our memories. We all know kind neighbors who have helped us in the past and may need help now. Millions of families in America are being caregivers for someone who has dementia. We all know someone who has lost a loved one. These themes strike a chord with nearly all Americans.
2024 Chevrolet Holiday Ad "The Sanctuary"
This year’s vignette strikes at the heart of the uncertainty facing many young people. We all know teenagers who are confused about their futures. College has become so expensive that it may be out of reach. In many cases, trade schools offer skills that can lead to immediate and better paying careers. It appears that Chevrolet has once again illustrated a major concern for nearly all families. Warning though, this beautifully done ad can be a tearjerker for anyone who has suffered the loss of a loved one.
Chevrolet Photo
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.
Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.
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