A family road trip to a small town up North is a familiar experience for countless Americans, and that sense of shared tradition is exactly what Chevrolet set out to capture in its latest holiday advertisement.
General Motors’ top-selling vehicle brand leaned into universality for its annual “Holiday Card to America,” choosing a classic family journey as the emotional backbone of this year’s spot, titled “Memory Lane.” The ad, first aired during the Thanksgiving NFL broadcast, follows a family traveling in a 1987 Chevrolet Suburban, highlighting the stops, stumbles, and quiet moments that define holiday travel.
“Memory Lane” marks Chevrolet’s fifth consecutive seasonal advertisement, continuing a tradition that began during the COVID-19 pandemic. Rather than pushing a hard sales message, the brand focuses on storytelling designed to resonate across generations. The goal, according to Chevrolet executives, is to reflect the mood of the country and offer something uplifting during a time when many Americans are reconnecting with family.
Watch one family take the same special drive every year at the holidays.
— Chevrolet (@chevrolet) November 26, 2025
This year’s spot is told largely from a mother’s perspective, exploring both the joy and heartbreak that come with raising children. That emotional thread is consistent with previous holiday campaigns from the brand. In one earlier ad, a father and son navigated the stress of a college decision during a drive in a 1987 Chevy pickup that once belonged to the boy’s late grandfather. Another featured a woman in the early stages of Alzheimer’s disease who could still recall rides with her granddaughter in a 1972 Chevy Suburban.
Chevrolet’s use of vintage vehicles is intentional. Marketing leaders say the classic cars underscore the durability of the brand while reinforcing its deep roots in American family life. The vehicle becomes more than transportation; it serves as a backdrop for memories, loss, love, and continuity. In that sense, the car itself functions as a quiet witness to family history.
Steve Majoros, Chevrolet’s chief marketing officer, said the brand is careful to strike a tone that fits the season and the national mood. While the campaign features a traditional family structure, Majoros described the approach as apolitical and rooted in shared values rather than messaging.
“At Chevrolet, we take our responsibility to be an accepting, inviting and appropriate brand for all Americans,” Majoros said. He emphasized that identity politics play little role in the company’s creative decisions. “This year, we were thinking of our line, ‘Together, Let’s drive.’ We can be together as a country and set aside things that get in the way and try to celebrate the things that matter.”
Another unifying factor behind the campaign is parenthood. Many of those involved in creating the ad are parents themselves, a perspective that shaped the story’s tone and authenticity. Chevrolet brand campaign lead Jaztan “Jazzy” Teen said she was eager to work on the project even before learning she was expecting a child, making the message resonate on a personal level.
The holiday spot is part of a broader strategy to reach an audience that is increasingly digital while remaining grounded in tradition. Majoros said Chevrolet works with several influencers who are longtime Chevy drivers, producing content that shows how the brand fits into everyday American life. The company has also expanded experiential events aimed at connecting directly with drivers.
In an era when advertising often chases trends, Chevrolet’s holiday road trip stands out for its simplicity. By focusing on family, memory, and the enduring role of the American road, the brand delivers a message many viewers recognize as their own.
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