Chevrolet
Mrs. Hayes
Insight
Love, loss, and community are universal truths that transcend borders, backgrounds, and appearances. These shared emotions connect us all.
Idea
Inspired by true stories, Mrs. Hayes is the fictional embodiment of a woman who nurtured her community with the same care she gave to her beloved car. In turn, that neighborhood cherished her, making her story a powerful reflection of how deep connections are built over time.
Execution
Mrs. Hayes is a five-minute cinematic film designed to tap into the universal themes of nostalgia, tradition, and the spirit of the holidays. By leveraging the emotional bond between people and their cars, Chevrolet created an authentic, heartfelt story that resonated with audiences across digital and cinematic platforms.
Rather than selling, this campaign focused on pure storytelling—connecting with audiences through a compelling narrative that celebrated human experiences. The film was distributed entirely through earned media, sparking conversations and engagement at a massive scale.
Case Study
The Film
Results
629
MILLION
TOTAL IMPRESSIONS
100%
ORGANIC REACH
Recognized as one of the Best 2022 Holiday Ads by HuffPost, Mrs. Hayes was praised by Ad Age and The Drum for its ability to stir emotions and reinforce Chevrolet’s role in people’s lives, not just as a car brand, but as a symbol of shared memories and lasting bonds.