By Kyle Kinard, managing editor, GM News
The “Heartbeat of America” returns, celebrating those who keep their communities moving
2026-06-24
By Kyle Kinard, managing editor, GM News
Copy:
Chevrolet's iconic “Heartbeat of America” campaign has returned, and with it, a simple idea: America’s heartbeat is its people. Reintroduced in honor of the nation’s 250th anniversary, the campaign revives one of Chevrolet’s most recognizable themes from the Eighties and Nineties, this time with a modern sound from country rock band The Red Clay Strays.
As Steve Majoros, chief marketing officer of Global Chevrolet, said, “‘Heartbeat of America’ has always celebrated Chevrolet’s connection to the people and communities that shape this country. Chevy owners have always been the people who show up the DIY-ers, the helpful neighbors – the true heartbeat in their communities. This campaign honors them.”
YouTube embed: https://youtu.be/rTCYV2GMrQA
That spirit comes to life through the “Keepers of the Heartbeat,” people whose actual heartbeat sounds are woven into the Red Clay Strays song paired with the ad. The band released the full-length song and it is now available on all major music streaming services. These individuals embody care, grit and pride in their communities: Tootsie Tomanetz of Texas, the legendary 91-year-old pitmaster behind Snow’s BBQ; Josh York, founder of Detroit-based apparel manufacturer Soft Goods; and Spencer B. of SB Mowing, the Kansas creator known for transforming the lawns and yards of families and residents in need.
CAPTION: Tootsie Tomanetz, pitmaster at Snow’s BBQ.
For Tootsie, the Heartbeat of America is grounded in hard work and humility. She starts her mornings early at Snow’s BBQ, checking seasoning or tending the pit, ready to step in to help out her team in feeding the surrounding community.
Being part of Chevrolet’s Heartbeat celebration means a great deal to her.
“I feel very excited about it, excited for the 250th celebration of America, and to be a part of that celebration with Chevy,” she said. Asked what she believes is the heartbeat of America, Tootsie’s answer was direct: “Blue collar workers, and that’s what we are.”
Her connection to Chevrolet’s truck heritage is just as real as her dedication to community. Trucks, she said, have long been part of her livelihood, from farming to getting to and from the local market. And in a line that captures her energy perfectly, she added, “I’m excited at my age to be able to get around like I do and to help keep the world turning.”
CAPTION: Spencer B. of SB Mowing, which provides lawn care for folks in need.
In Kansas, Spencer B. represents another note in that same American rhythm: Showing up for people who need help. Through his business, SB Mowing, Spencer has turned lawn care into a way to serve elderly people, veterans and people with disabilities, while bringing dignity back to American homes and neighborhoods. His view of the Heartbeat of America campaign fits that mission.
“America's heartbeat is in the small, unglamorous acts of people taking care of each other,” Spencer said. He also described the practical role a truck plays in that work, saying his Silverado “is the difference between ‘I wish I could help’ and actually pulling into someone's driveway.”
For Spencer, his work is not about attention. It is about consistently showing up for your neighbors, serving your community, and doing the hard work necessary to improve the lives of people around you.
CAPTION: Josh York, founder of Soft Goods.
Josh York brings that same ethos to Detroit. As founder of Soft Goods, he is helping rebuild domestic garment manufacturing while creating jobs and opportunities in his hometown.
“I take my inclusion as a Keeper as a big honor, because of the Heartbeat of America’s ties to Detroit artists who sang the original Heartbeat anthem. I feel a big responsibility to be one of the heartbeats.” York sees the campaign as a reflection of people “who are doing and making things happen,” and of communities sustained by making, building and supporting one another.
York describes America’s heartbeat in deeply human terms: “The heartbeats of America are the people doing real, everyday things. The people building businesses, building families, volunteering in their communities. The ones putting in the work whether it's seen or not. The Heartbeat of America isn’t about being flashy, it's about being consistent and showing up every day, never missing a beat.”
Together, the Keepers’ stories show why the Heartbeat of America campaign has endured. By honoring the everyday doers who keep America moving — one shift, one yard, one meal and one community at a time — Chevrolet can showcase the qualities that built America’s first 250 years, and will carry it on for the next 250.
Chevrolet's iconic “Heartbeat of America” campaign has returned, and with it, a simple idea: America’s heartbeat is its people. Reintroduced in honor of the nation’s 250th anniversary, the campaign revives one of Chevrolet’s most recognizable themes from the Eighties and Nineties, this time with a modern sound from country rock band The Red Clay Strays.
As Steve Majoros, chief marketing officer of Global Chevrolet, said, “‘Heartbeat of America’ has always celebrated Chevrolet’s connection to the people and communities that shape this country. Chevy owners have always been the people who show up, the DIY-ers, the helpful neighbors – the true heartbeat in their communities. This campaign honors them.”
That spirit comes to life through the “Keepers of the Heartbeat,” people whose actual heartbeat sounds are woven into the Red Clay Strays song paired with the ad. The band released the full-length song and it is now available on all major music streaming services. These individuals embody care, grit and pride in their communities: Tootsie Tomanetz of Texas, the legendary 91-year-old pitmaster behind Snow’s BBQ; Josh York, founder of Detroit-based apparel manufacturer Soft Goods; and Spencer B. of SB Mowing, the Kansas creator known for transforming the lawns and yards of families and residents in need.
For Tootsie, the Heartbeat of America is grounded in hard work and humility. She starts her mornings early at Snow’s BBQ, checking the bean seasoning or tending the pit, ready to step in to help out her team in feeding the surrounding community.
Being part of Chevrolet’s Heartbeat celebration means a great deal to her.
“I feel very excited about it, excited for the 250th celebration of America, and to be a part of that celebration with Chevy,” she said. Asked what she believes is the heartbeat of America, Tootsie’s answer was direct: “Blue collar workers, and that’s what we are.”
Her connection to Chevrolet’s truck heritage is just as real as her dedication to community. Trucks, she said, have long been part of her livelihood, from farming to getting to and from the local market. And in a line that captures her energy perfectly, she added, “I’m excited at my age to be able to get around like I do and to help keep the world turning.”
In Kansas, Spencer B. represents another note in that same American rhythm: Showing up for people who need help. Through his business, SB Mowing, Spencer has turned lawn care into a way to serve elderly people, veterans and people with disabilities, while bringing dignity back to American homes and neighborhoods. His view of the Heartbeat of America campaign fits that mission.
“America's heartbeat is in the small, unglamorous acts of people taking care of each other,” Spencer said. He also described the practical role a truck plays in that work, saying his Silverado “is the difference between ‘I wish I could help’ and actually pulling into someone's driveway.”
For Spencer, his work is not about attention. It is about consistently showing up for your neighbors, serving your community, and doing the hard work necessary to improve the lives of people around you.
Josh York brings that same ethos to Detroit. As founder of Soft Goods, he is helping rebuild domestic garment manufacturing while creating jobs and opportunities in his hometown.
“I take my inclusion as a Keeper as a big honor, because of the Heartbeat of America’s ties to Detroit artists who sang the original Heartbeat anthem. I feel a big responsibility to be one of the heartbeats.” York sees the campaign as a reflection of people “who are doing and making things happen,” and of communities sustained by making, building and supporting one another.
York describes America’s heartbeat in deeply human terms: “The heartbeats of America are the people doing real, everyday things. The people building businesses, building families, volunteering in their communities. The ones putting in the work whether it's seen or not. The Heartbeat of America isn’t about being flashy, it's about being consistent and showing up every day, never missing a beat.”
Together, the Keepers’ stories show why the Heartbeat of America campaign has endured. By honoring the everyday doers who keep America moving — one shift, one yard, one meal and one community at a time — Chevrolet can showcase the qualities that built America’s first 250 years, and will carry it on for the next 250.