It might seem like an odd choice to feature a broken-down, 65-year-old car in a 60-second ad shown to a massive Turkey Day football audience who will otherwise be seeing a blitz of brands seeking to capture their attention—and dollars—amid the holiday shopping season. But Chevy’s goal with the ad is more about burnishing its long-term brand image, rather than moving 2022 models off the lot.
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Mrs. Hayes “becomes the matriarch of the community. And the car has been a critical piece of that,” said Chevrolet Marketing VP Steve Majoros. There is a glimpse of a modern Chevy in the ad—its new electric Blazer SUV, which is more pronounced in a longer-form version of the ad that Chevy will share on its social channels.
The ad is “a little nod to our past and our future, you know, kind of coming together,” Majoras said. “We are a brand with great history, and we’re a brand with a great future. And we’re at this incredible period of transformation that we’re going to celebrate who we’ve always been, and we’re going to look forward to the next 110 years.”
Commonwealth/McCann handled the ad. It was directed by Joshua Kissi.