The One Show
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Category
Long Form Video / Single
Annual ID
OS24_BE037M
About the Work
Chevrolet’s “A Holiday to Remember”, ticks very few boxes on the ‘best practices’ list – traditional, or digital. It’s long, it has no brand or logo up front, it has a slow build, slow pacing, it doesn’t use a warm color grade, it doesn’t use tight framing, it isn’t shot 9:16,
it doesn’t ‘work in 6 seconds’ – which all in all is completely the opposite of what we’re told is “what people want to watch’.
Perhaps poetically, that was exactly our objective. To get people to watch and feel and connect on a purely emotional level with our story of a woman with Alzheimer’s, her granddaughter, and the journey they take on Christmas Eve - based on a true story and
a very real truth about “Reminiscence Therapy” and how classic automobiles and music provide one of the primary stimuli to moments of clarity for those with ALZ and their families.
Culturally, this story seems to have hit something that connects us all and the bravery of Chevrolet to tell it allows the community to talk openly about it and share in the grief and vulnerability – proof of the unique power of big brands to help connect so many to each other whilst creating affinity for the brand itself.
We were hoping to have something that did not feel like every other piece of wallpaper out there…the casting, the performances, the cinematography, the slow build, the small details, the unrestrained narrative, and the genuinely natural inclusion of brand and product, all contribute. But what we love most is that it has touched so many, in such
a heartwarming way.
it doesn’t ‘work in 6 seconds’ – which all in all is completely the opposite of what we’re told is “what people want to watch’.
Perhaps poetically, that was exactly our objective. To get people to watch and feel and connect on a purely emotional level with our story of a woman with Alzheimer’s, her granddaughter, and the journey they take on Christmas Eve - based on a true story and
a very real truth about “Reminiscence Therapy” and how classic automobiles and music provide one of the primary stimuli to moments of clarity for those with ALZ and their families.
Culturally, this story seems to have hit something that connects us all and the bravery of Chevrolet to tell it allows the community to talk openly about it and share in the grief and vulnerability – proof of the unique power of big brands to help connect so many to each other whilst creating affinity for the brand itself.
We were hoping to have something that did not feel like every other piece of wallpaper out there…the casting, the performances, the cinematography, the slow build, the small details, the unrestrained narrative, and the genuinely natural inclusion of brand and product, all contribute. But what we love most is that it has touched so many, in such
a heartwarming way.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Commonwealth//McCann / Detroit
Production Company
Smuggler
Music / Sound Production Company
Concret.Form
Lime Studios
Soundtree Music / London
Post Production Company
Afx
Composer
Benjamin Jones
Peter Raeburn
Creative Director
Dave Muller
Nick Allen
Director
Tom Hooper
Director of Photography
Jakab Ihre
Editor
Russel Icke
Executive Creative Director
Matt Canzano
Executive Producer
Carlin Wilson-Webb
Nicole Fina
Paul Renusch
Susie Boyajan
Global Chief Creative Officer
Fabio Costa
Producer
Katrina Kuss
Creative Director SoundTree
Peter Raeburn
Global Chief Strategy Director
Joanna Young
Account Director
Kelly Brown
Casting Director
Kathleen Chopin
Chief Executive Officer
Grant Theron
Chief Operating Officer
Andrew Colon
Co-Founder
Brian Carmody
Patrick Milling-Smith
Director Business Affairs
Stacy Swann
Director Business Management
Julie Peterhans
Director Global Legal
Jeanette Foy
Editorial
The Whitehouse Post
Global Comms Director
Kevin Karolak
Group Account Director
Julie Daniels
Head of Post Production
Persis Reynolds
Head of Production
Alex Hughes
Eric Shoen
Line Producer
Brian Quinlan
Managing Director / EP
Jay James
Owner / VFX Supervisor
Mark Leiss
President COO
Belinda Leworthy
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