Chevrolet’s latest splashy ad has all the hallmarks of a campaign strategically tied to America’s 250th anniversary. There’s the modern interpretation of a 75-year-old jingle that’s sung by an up-and-coming country singer. A bird’s-eye view of a pickup truck atop a natural landmark in Utah. A television debut on February 6 during the opening ceremony for the Winter Olympics.
In every choice, Chevrolet is carving out friendly, apolitical terrain at a moment when Americans have mixed feelings about such patriotism. A record-low 58% of U.S. adults say they are “extremely” or “very” proud to be American, according to a Gallup survey from last year. That’s down 9 percentage points from 2024.
“It feels like modern patriotism has to walk a fine line between celebrating what’s great about America but also being careful not to anchor to just glib symbols and slogans that potentially could be dividing or polarizing,” Paul Frampton-Calero, CEO of digital marketing agency the Goodway Group, tells Fast Company.
A calendar built for America250
The United States Semiquincentennial—America250, A250, Quarter Millennium—whatever one would like to call it, may be too enticing for marketers to ignore. This year’s calendar is overstuffed with holidays like Independence Day and Memorial Day, as well as major sporting events like the Winter Olympics and the FIFA World Cup, which align nicely with patriotism.
“There’s just a little bit more attention on America, American pride, and what the Olympics spirit is about,” Steve Majoros, Chevrolet’s chief marketing officer, tells Fast Company. Throughout 2026, Chevrolet will revisit some of the auto brand’s classic campaigns and update them with a modern interpretation that coincides with major American moments, including the beginning of the baseball season this spring and Independence Day.
Brands rush in, politics close behind
The allure of the semiquincentennial has led large corporations including Amazon, Coca-Cola, and Cracker Barrel to sponsor the bipartisan “America250” initiative, which is planning programming to promote the 250th anniversary of the signing of the Declaration of Independence. Patriotism is also a major theme in Budweiser’s Super Bowl campaign called “American Icons,” starring a galloping Clydesdale and flying bald eagle as “Free Bird” by Lynyrd Skynyrd roars in the background.
But America’s anniversary was also the focus of a “traditional values” marketing campaign promoting faith and marriage between a “husband and wife” funded by the Heritage Foundation, a conservative think tank. That spot aired during the NFL playoffs.
A generational divide in American pride
The Gallup poll showed less U.S. pride among Democrats and even some independents, which may not be a surprise given that the Republican Party fully controls all branches of government in Washington, D.C. But there could also be a generational divide that brands may need to consider when activating around America250.
When contextual advertising platform Chicory surveyed 1,000 U.S. consumers last month, it found that while 58% of Americans plan to celebrate the nation’s anniversary, enthusiasm was far weaker for younger adults. “There’s a lot more hesitation within the Gen Z cohort,” Yuni Baker-Saito, cofounder and CEO of Chicory, tells Fast Company.
The risk calculus for CMOs
Marketers who opt into messaging that celebrates the birth of the nation will largely aim to avoid wading too far into cultural war controversies that sparked boycotts and fiery criticism for marketing initiatives from Bud Light, American Eagle, and Cracker Barrel. Americans are divided on whether they want corporate entities to weigh in on political or social issues, and CEOs are also wary.
Target and Starbucks have been perennial targets for right-leaning activists for their more “left” positioning. But as they have moved to carve out more central and moderate corporate identities, both retailers have also angered more liberal-leaning consumers who have also called for boycotts.
Risk-averse CMOs will have to be thoughtful about every creative decision they make for any patriotism-themed ads this year. “The board wakes up when choosing the wrong ad, the wrong song, or the wrong talent,” says Frampton-Calero.
He believes that Chevrolet’s classic branding, which is frequently anchored in freedom of the moment, family, and road trips, avoids polarization. “I think they’re quite a good example of staying on the right side of patriotism that connects into personal, collective well-being that resonates to an American,” Frampton-Calero adds.
Nostalgia as a safe bridge
Nostalgic elements of Chevrolet’s “See the USA in your Chevrolet” include a song first performed by actress and singer Dinah Shore on her namesake TV variety show. The new version is sung by country artist Brooke Lee. Most new viewers won’t make the connection to the old reference, but according to the company, it ties into the brand’s musical lineage. “Chevrolet” or “Chevy” has been name-checked in more than 1,000 songs, including “Tim McGraw” by Taylor Swift.
Airlifting a 2026 Chevrolet Silverado ZR2 to the top of Castle Rock in Utah for the ad spot is also a nod to two of the brand’s past campaigns, when it put a Chevy Impala atop the 400-foot rock in TV and print advertisements that aired in 1964 and 1973.
Universal values, global appeal
Majoros says Chevrolet’s patriotic-forward campaign rests on universal themes that most Americans can agree on, including “hard work, hope, optimism, opportunity, building families, communities, neighborhoods, and creating memories.”
Many of those values also surface in research that’s conducted in markets ranging from China to South America. The brand’s current slogan, “Together let’s drive,” is also intentional wording that allows Chevrolet to “step to the side of that divisiveness,” he adds.
When asked about the Gallup poll, Majoros sees opportunity.
“That means there’s 42% of people who are thirsty to connect to something and who want to be part of something,” he says. “The majority of people probably fall in that big, huge middle. If we can be the kind of a brand that speaks to the things that people are thinking about—and longing for—I think that number would be much higher.”
