With creative support from Commonwealth//McCann, Chevrolet launched “Mrs. Hayes,” its 2022 holiday card for America. Building off the momentum of its 2021 acclaimed spot “Holiday Ride,” this year’s campaign reflects a similar blend of grief, nostalgia and resilience, and captures the profound warmth of building your own community.
Debuted during the NFL Thanksgiving Day game, the 60-second spot — and accompanying five-minute film — chronicles the life of fictional Mrs. Hayes, and showcases the community she has nurtured with the same care and purpose that she nurtured her beloved car. Featuring a classic ‘57 Chevrolet Nomad, the campaign centers on themes of connection, intentional community, and the experiences and spaces that bring us together.
In favoring brand connection over hard-sell tactics, “Mrs. Hayes” looks to remind people of Chevrolet’s reputation as a brand with heritage and history, and its longstanding connections to family and community.