A Chevrolet launched a Christmas campaign that differs greatly from conventional ones, and has moved everyone. The commercial was released in the United States and covered a story based on real events, including highlighting Alzheimer’s, and the impact that the disease has on families around the world.
‘A Holiday to Remember’ was developed by Commonwealth /WMCcannand even broadcast outside the country, it speaks volumes to all the global values of the agency and brand.
The film presents a family Christmas, where a lady with early-stage Alzheimer’s is taken by her granddaughter for a ride in an old Chevrolet car (1972 Suburban) and relives her memories to the sound of John Denver. At the beginning a newer car also appears. The story brings back good memories of the woman, while celebrating the tradition of the brand’s cars, showing the present and the past. The campaign can easily be confused with an excerpt from a series.
The idea was in fact a Christmas card for the public, but one that belonged to some type of conversation and that provoked feelings in the audience. And not just an institutional video wishing you happy holidays. Produce this type of campaign, a global movement trying to bring the brand closer to the consumer, without the famous brand speech.
The campaign arrives to reflect on how to belong to the conversations. In this case, they found a story based on real facts, with the aim of moving people, so that they connect with feelings and not with reason. The idea is that the contents are less advertising and that they touch people more, that they are more native and genuine, said Eduardo Cabral, general director for General Motors at WMcCann, in an interview with Adnews.
Despite the content being produced outside the country, in another language and formatted for a specific region, it crossed barriers and is going viral in Brazil. The success is notable, as it has even become Chevrolet’s Christmas campaign in the South American region. It is being widely commented and shared on social media, such as TikTokeven if subtitled.
Bringing this type of campaign is a matter of value and brand building. The perception that the consumer will build. In these cases, we are talking about more human brands and very well-established values, highlighted Cabral.
Check out the campaign film:
https://www.youtube.com/watch?v=xnZGEUA4oBk
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