Chevy’s Emotional Alzheimer’s Ad Goes Viral

Chevrolet’s latest holiday commercial strikes an emotional chord, depicting an elderly woman in the early stages of Alzheimer’s. Titled “A Holiday to Remember,” the five-minute spot shows four generations of a family gathering for a Christmas celebration in the eastern suburbs of Michigan. The elder patriarch reveals that his wife doesn’t recognize him on some “bad days,” and their granddaughter takes her grandmother on a memory-inducing ride in the family’s vintage 1972 Chevy Suburban. A retro-styled cruise through the quaint midwestern town, and a stop at the Ford Wyoming Drive-In Theater, sparks the woman’s memories. The ad has received mixed reactions from viewers, with some finding it touching and heartwarming, while others feel it exploits Alzheimer’s for commercial gain. The commercial, which debuted during the Detroit Lions vs. Green Bay Packers football game on Thanksgiving, was made in partnership with the Alzheimer’s Association. Chevrolet’s head of marketing, Steve Majoros, explained that the ad aims to emphasize the power of reminiscence therapy and the importance of creating a sense of comfort for those affected by Alzheimer’s.