In the wake of advertising disasters, like when Bud Light decided to make a foray into woke territory by sending personalized cans to Dylan Mulvaney for a social media promotion, the concept of “Go woke, go broke” came crashing down like a bag of bricks on the brewing behemoth. Sure, a flashy campaign might have seemed like a sparkling idea, but when beer enthusiasts start pouring their loyalty elsewhere, it’s a costly lesson in marketing missteps. The Bud Light saga, with its splashy yet regrettable endeavor, cost them significantly and left many swearing off the drink for good.
Cue a new contender in the arena of effective advertising—Chevy. As if shedding light on the overly-polished narratives of woke marketing, Chevrolet took things back to the basics, inviting Americans on a nostalgic trip down memory lane. Instead of courting controversy, Chevy’s Christmas ad focused on the timeless American values of family, tradition, and those golden moments that bind generations together. With scenes reminiscent of the days when spills in the back seat were about juice boxes and not latte orders, the ad portrayed the essence of a wholesome, rural American holiday.
In sharp contrast to campaigns that seem like fever dreams, Chevy’s ad was a breath of fresh air. No convoluted message, no campy distractions—just a sincere portrayal of family togetherness around Christmas time. While one brand seemed to lose itself in the pursuit of modern trends, Chevy embraced the comforting familiarity of its legacy, celebrating pro-family values while keeping the joy and simplicity of American life at the forefront.
As big brands play catch-up in the post-woke advertising world, entertainment entities like Angel Studios are also stepping up as champions of heartwarming content. Their upcoming movie, titled David, is set to premiere right before the holidays and promises non-woke entertainment that adheres to the values that many hold dear. Offering families a means to escape into tales rich with tradition and humor, Angel Studios is on a mission to reinfuse the culture with narratives that uplift rather than divide.
It’s a new reality TV moment where everyone is learning—perhaps the hard way—that while it’s possible to make waves with brash moves in marketing, it’s the consistent, genuine connections that win hearts. Chevy’s latest ad and Angel Studios’ upcoming features serve as reminders that when it comes to effective communication, speaking to the soul of America might just be the ultimate head-turner. With adherence to classic values proving to be a smash-hit move, perhaps it’s time more brands look to the past to draw inspiration for the future.
