I’ve watched the Chevy holiday commercial numerous times over the past few weeks.  From the first moment I saw the opening interaction between the grandmother and granddaughter, I’ve been enamored with the thoughtfulness put into creating this commercial.  So much so that we shared and discussed the video with employed caregivers as a part of our Caregiver Action Employee Network, an employer-based resource group program that CAN provides to our partners that intentionally offer support to their staff with a caregiver role.

The video brought me back to the early 2000s when I was a twenty-something nursing home administrator.  The community I served had a special focus on supporting individuals living with dementia. But we needed to do more and evolve our community to be more person-centered and directed. We were lucky to have spectacular champions who sought a better way.

It led us to Erin Bonitto, an amazing practitioner and creator of a transformational approach to teaching anyone to communicate effectively with individuals going through cognitive change.  It was revolutionary for the residents we serve and the staff who supported them. Whether a social worker, stockroom attendant, dietary aide, or housekeeper, we assembled a team committed to learning how to truly hear and communicate with residents living with dementia.

So, back to the Chevy commercial. Soon after viewing it for the fourth or fifth time, I reached out to Erin and asked if she had seen it. Of course, she had! And we were both impressed by the attention to detail and sensitivity displayed. I asked Erin to share some thoughts:

“The Chevy commercial shows a MASTERFUL approach by first getting at or below eye level. The granddaughter begins communicating even before she uses any words. She is communicating with her warm facial expression and non-threatening approach. 

Notice that the granddaughter initially does NOT touch her grandmother and maintains some physical distance between them. Even though she likely feels very familiar with her grandmother, the granddaughter understands her grandmother may not even know who she is. So, to come closer or to touch right away could likely be alarming for her grandmother. 

The granddaughter chooses to enter her grandmother’s world as a warm, non-threatening person. The granddaughter isn’t trying to jog her grandmother’s memory with prodding, cueing, or quizzing. 

Then, a very important step occurs: a Simple Statement—not a question but a clear, concise verbalization. In general, simple statements are seven words or less. The granddaughter nails this part with: ‘Let’s make it a good day.’  

She uses six words and zips it! She then uses encouraging gestures and gentle body language to convey non-verbally, ‘You are safe with me.’ She is not confusing her grandmother by adding additional words. 

Throughout the commercial, the granddaughter continues to use simple statements to guide the journey into her grandmother’s memory. The old Chevy truck. The drive through town. The stop at the local drive-thru. Each of these helps reconnect memories and provide opportunities for the grandmother to engage.

“Notice that in these silent pauses, the granddaughter allows the pleasurable long-term memories to ‘bubble up.’ She is not using the ‘crowbar’ method of trying to pry out memories using well-intentioned (but stress-inducing) questions and quizzing. 

And as they return home, the memories continue to flow, and the connection takes hold. Using masterful dementia communication skills has created this opportunity for genuine human connection—which is not unexpected.” 

Dementia and other neurological diseases significantly affect the ability of impacted individuals to connect and enjoy family traditions. This time of year can bring even more pressure to connect.

A huge kudos and thank you to Chevy for producing such a thoughtful message of hope and inspiration.

Written by: Marvell Adams, Jr.