"Created by ad agency Anomaly, "Memory Lane" follows an older couple on their annual holiday drive to the family cottage in their well-loved 1987 Suburban. The trip takes them back to holiday memories and moments of years past that helped build their family. We see the kids go from babies and toddlers to bickering back-seat siblings to near-silent teens, all on the way to meeting them again as adults."
"Chevrolet CMO Steve Majoros that the strategy is not the hard sell, but rather to steer into the brand's 114-year history. "I'm sure people are going to say, 'Oh, it's the same formula and the same whatever,' Majoros said. 'You know what? They'd die to have the brand we have, and they would die to have the kind of connection we have with people, the legitimacy and credibility of our brand. So I'm not going to apologize one bit.'""
Anomaly created 'Memory Lane' to follow an older couple driving a well-worn 1987 Suburban to their family cottage while revisiting holiday moments and milestones. The spot presents children aging from babies and toddlers to bickering siblings to near-silent teens and later adults, aiming to trigger strong parental emotions through specific family vignettes. Chevrolet frames the approach as reinforcing brand legacy and emotional connection rather than making a hard sell. CMO Steve Majoros emphasizes the brand's 114-year history and credibility. Recent holiday spots similarly feature classic models such as a '78 Silverado (2024), '72 Suburban (2023), '57 Chevy Nomad (2022), and '66 Impala (2021).
Read at Fast Company
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