Chevrolet just took a joyride straight through America’s feelings.
The automaker’s new holiday spot, “Memory Lane,” is going viral for turning a humble 1987 Chevy Suburban into a full-blown emotional time machine — and leaving viewers teary-eyed in the process.
Instead of flashy cars and revving engines, the ad follows an older couple on their annual winter drive to the family cottage.
But as the Suburban rolls through the snow, the real trip isn’t on the road — it’s down memory lane.
In a series of nostalgic flashbacks, the SUV morphs from a winter beater into a family scrapbook on wheels: kids growing up, a loyal family dog slowing down, teenagers racing through the yard, and the kind of blink-and-you-miss-it moments parents never forget … even if the car’s odometer does.
By the end, the couple arrives to visit their now-grown children — grandkids in tow — and their son’s new dog, a sweet reminder of the one that grew old alongside them.
Through every decade-jump and bittersweet beat, the Suburban’s familiar silhouette anchors the story like another member of the family.
No big twist. No restoration reveal. Just a quiet, gut-punch reminder that sometimes a car isn’t just a car — it’s the backdrop to a lifetime.
And viewers are feeling it.
“I had made it through Christmas Day 2025 without tears — until I watched this,” one fan wrote on social media, and another viewer agreed, admitting, “Not sure if I’ve ever gotten this emotional watching a commercial before.”
They said the spot’s “conversations, the memories and the music” pushed them over the edge, adding, “Thank you for making me cry today, Chevrolet.”
Others said the ad especially hit home for empty nesters with grown kids. “Arg, now I’m crying over a car ad. Hits hard when the kiddos are gone,” one person noted.
Another user said the spot will “give you chills from start to finish,” calling it “an absolute must-watch” and adding that “every second” of it “reminds you why family is everything.”
For others, it was the “best Christmas commercial ever made,” and they believe that Chevy “won Christmas” with the heartfelt ad.
This isn’t Chevy’s first time turning a commercial break into a tearjerker.
In 2023, the automaker went viral with “A Holiday to Remember,” where a granddaughter takes her grandmother — who has Alzheimer’s — on a memory-jogging joyride set to John Denver’s “Sunshine on My Shoulders.”
And in 2021’s “Holiday Ride,” Chevy hit viewers right in the feels again, when a widower’s daughter secretly restores his late wife’s 1966 Impala convertible — cue the waterworks.
Chevy’s aim with the campaign — which first rolled out during the COVID era — is to lift spirits without ignoring the national mood, said Steve Majoros, the brand’s chief marketing officer, in a statement.
And while this year’s spot centers on a traditional family, he insists the choice was “apolitical.”
“At Chevrolet, we take our responsibility to be an accepting, inviting and appropriate brand for all Americans. We are equally proud of the work we do across geographies and demographics. Identity politics and things like that play about zero role in what we do,” he said.
“This year, we were thinking of our line, ‘Together, let’s drive.’ We can be together as a country and set aside things that get in the way and talk about and try to celebrate the things that matter.”
