Heartwarming Chevy ads that resemble a short movie more than an advertisement have become something of a holiday tradition. This year’s Chevy holiday ad, “The Sanctuary,” shows a father and son bonding over the late grandfather’s 1978 Chevy C10.
It begins with a family gathering in which an elderly woman and middle-aged son mourn that the old man isn’t with us this Christmas. Then we meet Kevin, a teenage boy enduring a barrage of questions from relatives about his non-existent college plans. “You gonna rescue that boy?” Grandma asks Dad.
The dad dons a jacket and trucker hat, grabs a set of keys, and becons Kevin to join him. They go outside to a shed with a Chevy Silverado EV charging next to it and open the door, revealing the star of the ad: a white, single-cab 1978 Chevy C10.
As Dad and Kevin take Grandpa’s old truck for a spin, they reminisce about their late ancestor with stories about his generosity and teaching Kevin everything he knows, specifically about his C10.
We reach the climax of the story when the men return home and park the truck. The dad tells Kevin his regret over not following in his father’s footsteps. Kevin expresses that he wants to be just like his grandfather, and his dad, teary-eyed, assures him that he already is.
“It’s a moving, intergenerational story of connection, purpose, and legacy told through the windshield of a 1978 Silverado C-10,” Chevrolet Chief Marketing Officer Steve Majoros said of “The Sanctuary.” “With themes of love, loss, and resilience, this year’s film is a heartfelt tribute to the doers—the builders of families, communities, and futures.”
In recent Christmas seasons, Chevy has released touching ads featuring a classic Chevy Suburban, a teal Chevy Nomad, and a 1966 Chevy Impala convertible, each with its own little story. These ads and their positive reception speak to the powerful sentimental connection that drivers feel with the Chevy brand, and it’s good to see Chevrolet recognize and celebrate that connection.
Comments
Fantastic commercial!
How precious. Now only if GM could show the same kindness to its employees.
Didn’t they get a pretty hefty pay raise this year when the employees went on strike?
I was talking about the 1000 salaried employees they chitcaned a week ago.
There will be a lot more let go when tariffs are applied.
How many were let go because of cheaper labor and taxes to Mexico and China. Tariffs and cheaper taxes here could help that.
I like that they’ve been doing this the last few years, but the one last year was way better, in my opinion.
Great ad! But it contains the same blooper I keep seeing over and over on tv. Driving down the road and the shift lever is in park.
Great job for showing the importance of family, in an age where such things are becoming less and less.