Chevy’s Christmas ad touches millions, avoids embracing wokeness
Chevy Rejects Wokeness in Christmas Commercial, Tugs at Heartstrings of Millions of Americans
Every Christmas, it seems the world gets more determined to do away with the traditions that held us together as a nation.
But one car company has consistently rejected that push, putting out ads that remind us of the strength and goodness of the generations that went before us.
As one of the country’s most enduring automakers, Chevrolet has become indelibly tied to American history and culture over the past century. Founded in 1911, the company is now over 110 years old. Chevy Bel Airs, pickup trucks, and others have rolled across nearly every small town and highway that expanded alongside 20th-century America, and the sight of them elicits nostalgia for “the good old days” of industry and freedom of the open road.
Unlike other brands that have embraced “wokeness” in their advertising, Chevy clothes itself in its history.
In 2021, Chevy put out a much-loved commercial about a daughter who helps restore her mother’s Chevy to help her widowed father overcome his grief at her loss.
Anyone who needs Christmas fuzzies, watch my friend @graingerhines in this beautiful ad. RT @chevrolet: It’s more than a #Chevy, it’s a connection to what we love. Watch the warmth of the holidays unfold in our new story. https://t.co/fz60g1CEVl pic.twitter.com/YjFtr8md6Y
— Taylor Loeb (@tLoebLookout) December 23, 2021
In 2022, the commercial featured a war widow who helps out a young neighborhood boy and his pregnant wife in her Chevy and is, in return, helped by him many years later in his newer model Chevy.
This year’s Christmas commercial shows the story of an older woman lost in the fog of Alzheimer’s and a young granddaughter who cares enough to give her one more Christmas by taking her on a ride down memory lane in her old Chevy Suburban.
With John Denver’s “Sunshine on My Shoulders” playing on the old cassette player, they drive past the house where the older woman was born, the high school where she met her husband and the drive-in theater where they had their first kiss. Slowly, the old woman remembers and returns to the real world back into the arms of her waiting husband and family.
The comments on Chevy’s YouTube reveal how much people connected with this commercial, not just with the nostalgia, but with the real sorrow of losing a parent or grandparent and the pain of seeing someone taken by the ravages of Alzheimer’s or dementia.
“A couple of days ago I held my Grandmother’s hand as she passed away. We are both huge John Denver fans and this is my favorite song of his. I played this song for her as I held her. This felt like such a clear sign, it feels like a warm [hug] and I am crying bittersweet tears,” one YouTube comment read.
“I haven’t sobbed like that since my mom passed away 3.5 years ago. She loved John Denver. This may be advertisement/marketing, but superbly done. So many families are living in this reality, and cherish the days where their loved ones are ‘there,” another comment said.
This year’s commercial also meaningfully incorporated Alzheimer’s disease into this year’s Christmas ad storyline. As Alzheimer’s increasingly impacts American families — currently afflicting over 6 million individuals nationwide — the automaker’s decision mirrors a growing reality that many Americans can relate to.
“My mom passed away three years ago after living with Alzheimer’s for 13 years.
What sets Chevy apart from other brands in terms of authenticity and heritage?
Shoulder” playing softly in the background, viewers are transported to a simpler time when family and love were the foundation of the holiday season. The commercial reminds us of the power of nostalgia and the importance of cherishing our loved ones, especially during difficult times.
In a time when many companies are trying to push a political agenda or appease the latest trends, Chevy provides a refreshing contrast. Rather than succumbing to the pressure of “wokeness,” Chevy instead focuses on the timeless values that have made America great. By showcasing intergenerational connections, the company taps into the universal emotions of love, loss, and resilience that resonate with millions of Americans.
What sets Chevy apart from other brands is its commitment to authenticity and heritage. Chevy’s history is deeply intertwined with America’s history. The company has been there through some of the most pivotal moments in the nation’s development, from the rise of the automobile industry to the expansion of highways across the country. Chevy vehicles have been witnesses and participants in countless family road trips, adventures, and memories.
By featuring classic models like the Bel Air and Suburban, Chevy’s commercials evoke a sense of nostalgia and longing for a bygone era. They harken back to a time when families piled into their Chevys, ready to embark on new adventures or simply enjoy the freedom of the open road. The nostalgic imagery paired with heartwarming stories reminds us of the values and virtues that have been the bedrock of American society.
In a culture that often seems divided, where unity seems elusive, Chevy’s Christmas commercials offer a much-needed reminder of our shared humanity. They remind us that regardless of our differences, we are bound by our emotions and experiences. The commercials instill hope and inspire us to find common ground and appreciate the connections we have with our loved ones.
Chevy’s rejection of “wokeness” in its commercials is a bold move in today’s climate. While other brands may see virtue signaling as a way to connect with younger, more socially conscious consumers, Chevy understands that true connection is deeper than political affiliations or passing trends. It rests on values that have stood the test of time and resonate across generations.
As we gather with our families and loved ones this holiday season, let us take a moment to appreciate the commercials that remind us of the strength and goodness that have shaped our nation. Let us cherish the memories of the past and look forward to creating new ones. And let us be thankful for companies like Chevy that refuse to forget our shared history and the values that bring us together.
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