It has been a tough year. The election has divided Americans, the world has turned even darker, and Americans appear to be growing tired of the negativity and hate. But with the approach of the holiday season, at least one company is working to show Americans the importance of family and following your heart rather than the pressures of society.
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That’s right, friends. Chevrolet has dropped its Christmas season ad, and it’s just as beautiful as the other stories they have told during Christmas seasons past.
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The Christmas Chevy ads have been tear-jerkers for years, and this year is no exception.
We are introduced to a family gathering that appears to be the first family holiday gathering after the loss of a family patriarch. Known only as “Dad” and “Grandpa” to the two main characters of the ad, he instilled his kind-hearted views and love of working with his hands with his son and grandson.
The grandson is surrounded by family at the gathering, being asked about (and pressured to think about) his academic future. He is asked why he hasn’t started applying for scholarships, if he’s going to follow in his sister’s footsteps, and even hears his sister talking about how rigorous it all is.
The young man’s grandmother, hugging her son (the young man’s dad), asks if he is going to save him.
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Pretty soon, father and son are in Grandpa’s old Chevy, with the engine revved up.
“You know what grandpa used to call this,” the father asked his son. “His favorite song,” the son answered.
As they drive around town, they talk about the homes Grandpa built and the lives he’d touched. Interspersed in all this are flashbacks to Grandpa teaching his life lessons to the next generation. Cutting back to the present, the father makes a confession to his son.
“I was never very good with my hands like you are,” he says. “Sometimes I regret not following in his footsteps.”
“I wanna be just like him,” his son responded.
The dad, with no shortage of pride in his voice, tells him “You already are.”
Here is the full version of the ad, which clocks it at over 5 minutes.
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It’s a stellar ad, and one that we’ve come to expect from Chevrolet this time of year, every year. And what we love to see is the importance of family and family values displayed proudly in these ads. It’s all too easy to play up the social trends and focus on what is popular and “hip” (if any kids still say that) as opposed to more traditional values.
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And, no, I’m not talking about Christian family values that get blasted in the mainstream press. Rather, these are American family values in the traditional sense. While there are some of those Christian embedded, it’s also about the almost simplistic beauty of a loving, connected family and the ways they support each other.
That’s what makes this ad so powerful, and makes it yet another tear-jerker from Chevrolet. Many of us, especially in what most might dismissively refer to as “flyover country,” can identify so clearly with this story because it’s a real moment we have experienced in some way, shape or form.
Merry Christmas, everybody.
