Watch ‘The Sanctuary,’ Chevrolet’s holiday story of family, legacy & finding one’s path
Chevrolet and Anomaly celebrate the everyman in a short film about a young man finding clarity on a reflective ride in his family’s ’78 Chevy truck.
Chevrolet is kicking off the holiday season with a heartfelt ode to family, tradition and self-discovery.
The automaker’s new campaign, ‘The Sanctuary,’ debuted today as a five-minute, 30-second short film that Chevrolet describes as its “holiday card to America.”
The film tells the story of a young man feeling the weight of familial expectations during a Thanksgiving gathering. As his family asks him about college plans, he feels increasingly out of place, yearning for a simpler, more authentic path in life. Seeking solace, his father suggests a drive in their vintage 1978 Chevy pickup, a truck once owned by the young man’s late grandfather.
Want to go deeper? Ask The Drum
The ride becomes a poignant escape, set to the timeless strains of Jim Croce’s Time in a Bottle. In the cab of the well-loved truck, father and son share a quiet moment of connection and understanding, celebrating the importance of embracing one’s unique path.
The ad is steeped in Americana, honoring working-class, blue-collar values and suggesting that fulfillment in life doesn’t always require a college degree.
The campaign, created by Chevrolet’s agency of record, Anomaly, continues the automaker’s tradition of emotionally resonant holiday ads. It’s the fourth installment in a series that explores themes of family, legacy and love.
Advertisement
The short film is available in its entirety on Chevrolet’s social channels, while shorter edits are set to air during marquee Thanksgiving programming, including the Detroit Lions football game.
Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.