—The world needs stories that touch on important social issues and human experiences, says Éric Blais. And if those stories drive sales, it's a win-win situation—
In the competitive world of marketing, the line between a commercial and a heartfelt message is often as thin as a Christmas card.
Chevrolet's latest offering—described by its marketing boss as a "holiday card to America"—perfectly exemplifies this blurred boundary. It's a poignant piece that not only tugs at the heartstrings, but also cleverly reinforces the brand's identity.
At its core, the ad is a beautifully crafted narrative that resonates deeply with families affected by Alzheimer's and dementia.
The choice of John Denver's "Sunshine on my Shoulders" as its soundtrack adds an extra layer of emotional depth, especially for those, like myself, who have personal connections to the disease. The commercial's success in evoking tears and gratitude across the internet is a testament to its powerful storytelling and production quality.
This Dementia Care Warriors endorsement underscores the ad's authentic portrayal of dementia's impact on families:
Bravo Chevrolet!! Kudos to Chevrolet for this year's heartwarming Christmas commercial, showcasing a family’s journey of a grandmother with dementia. Touching, realistic, and incredibly thoughtful, it's a beautiful reminder of the power of love and connection. It’s refreshing to see such important narratives making their way into mainstream media.
Chevrolet's collaboration with the Alzheimer's Association in designing the ad further ensures credibility and sensitivity in its depiction of the disease.
But let's not forget that, at its heart, this is a strategic brand-building move. The ad, featuring a nostalgic drive in a 1972 Chevrolet Suburban, is a subtle nod to the brand's heritage and the integral role automobiles play in American life.
“Automobiles just have a special place… in the psyche of Americans,” said Chevrolet’s marketing boss. “Just by virtue of the role they play, and what’s expected of them and how they really are an important marker for life events... things that are trivial and monumental all at the same time in people's lives.”
The decision to release it during Fox's Thanksgiving Day NFL broadcast, and Chevrolet's shift away from Super Bowl commercials in favour of emotive holiday stories, is a clear indicator of a strategic marketing investment.
And while it might be positioned as a holiday card, it's undeniably a commercial, albeit one that eschews the traditional “brand sell” approach. The absence of a direct sales pitch or mention of specific product features like GM's On-Star system, which can help caregivers find loved ones living with Alzheimer’s or another dementia, is a deliberate choice. One that marketers often find difficult to make even in a greeting card.
So, is this just a commercial, or is it truly a season's greeting from a brand? In the end, the distinction might be moot. The world is in need of more stories that touch on important social issues and human experiences. And if such stories also enhance brand affinity and potentially drive sales, it's a win-win situation.
Chevrolet has managed to deliver a message that transcends the typical confines of advertising, offering both a ray of hope and a clever marketing strategy.
It's a reminder that in the realm of marketing communications, empathy and commercial interests can coexist, creating narratives that not only promote a brand, but also contribute positively to societal discourse. That's unless the backlash to the social issue or cause is such that the brand is forced to go silent. An unfortunate reality in 2023, as recently demonstrated by brands such as Simons, Hershey’s and Bud Light.
Here’s to a 2024 where brands can participate in societal discourse, promote empathy, and make a buck in the process.
Éric Blais is president of Headspace Marketing, a consultancy that helps marketers build brands in Quebec. He can be reached at feedback@headspacemarketing.
