🚙 Chevy’s ad is going viral for all the right reasons
Why 3 Minutes of Nostalgia Broke the Internet
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My beloved car I got in college is nearing the end of its life soon.
Even though I’ve had countless comments like, “You’re still driving that old thing?” (the car is almost as old as I am 🧓)... I dread the day when it’s no longer drivable.
I love that car because:
It has the smoothest drivability I’ve ever experienced.
I’ve made a lot of memories over all the years I’ve had it.
So while it’s still safe to drive, I’m going to keep using it until the day it dies.
It’s common for people to get emotionally attached to their cars over time.
This sentimentality is exactly what drives this viral Chevy commercial.
You can watch it here:
This Chevrolet ad works for multiple reasons.
First, it has all those heartwarming feelings the other Christmas ads we’ve discussed here have – an important feeling to stir up during the holiday season.
Second, it has wonderful storytelling that helps create an emotional connection between the viewer and Chevy.
But one of the top reasons this ad is effective is its specificity.
Chevy took the time to write and film almost 3 minutes worth of specific “memories” that this family reminisces over.
Things like:
“The Great Diaper Explosion of 1992,”
A child drawing hearts on a foggy window,
A son begging to make a rest stop on a road trip,
A distraught daughter crying about going back to college.
In marketing, specificity is one of the most powerful concepts to include in your advertising…
Because the more specific you get, the more your prospect can connect with your brand.
Below the video, the comment section is filled with praise and people recounting their own memories in their family’s Chevy cars.
The specificity Chevy built into this commercial stirred up specific memories for viewers – and that builds a stronger connection with the brand.
So the next time you’re tempted to speak broadly to reach more people, remember:
Specificity doesn’t narrow your audience… it deepens the connection.
Chevy used specificity to make viewers connect with their brand through shared memories.
This next ad uses specificity to make exhausted people look at their own absurd behavior and think, “Wait... that’s me.”
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