Champion Ford’s annual Christmas commercial is back, once again leaning into a simple, heartfelt story that centers on family, responsibility, and the pull of home during the holidays.
The spot, which ends with the line “This Christmas … come home in a Ford,” continues a storytelling tradition that Champion Ford and regional creative agency Tanner+West have shared since 2018.
Champion Ford President Duke Brubaker said the commercial reflects the values the dealership aims to highlight each holiday season.
“Champion Ford’s annual Christmas commercial is a heartfelt reminder of what the season is truly about: faith, family, and friendship,” Brubaker said. “It captures the warmth of being together and the joy found in sharing meaningful moments with those we love.”
Jason Tanner, owner of Tanner+West, said the latest commercial works because it captures the tension between responsibility and family that many people feel around Christmas.
“Storytelling is what Tanner+West does best, especially when it’s rooted in real moments,” Tanner said. “For the Champion Christmas spots, we like to use friends, relatives, and neighbors from the community, not actors, because authenticity is what makes these stories resonate. We also love building in small surprises, moments that gently flip expectations, because those are the moments that stick and make the story feel real.”
Brubaker said the message goes beyond the holiday itself.
“At its core, the message reflects the true meaning of Christmas: celebrating the birth of Christ and the love, hope, and unity He brings,” he said. “It’s a reminder that the greatest gift isn’t found under the tree, but in the people and faith that guide us through life.”
