Chrysler Reinvents Minivan with Pacifica Push

Key executions for the Pacifica include a series of 30-second television and online spots including Brand Dad, Tennis, One on One Time, and more.

Chrysler has rolled out an advertising campaign titled Dad Brand for the 2017 Chrysler Pacifica. The multiplatform push stars real-life father of five, Jim Gaffigan, leveraging various features unique to the car. Its aim is to improve the comedian’s ‘Dad Brand’ in a tongue-in-cheek fashion.

Meanwhile, it also highlights the unparalleled levels of functionality, versatility, technology and safety features of the vehicle. Additionally, the marketing exercise entails appearances by the actor and comedian’s wife, Jeannie, and children Marre, Jack, Katie, Mike, and Patrick.

Providing a unique twist on the standard brand spokesperson campaign, it acknowledges the ways the vehicle is helping with the upkeep of said image. Key executions include a series of 30-second television and online spots titled Brand Dad, Tennis, One on One Time, and Neighborhood Watch.

“As the Chrysler brand is reinventing the minivan from the ground up, the objective of our campaign is to challenge the conventional category stereotypes and appeal to a new generation of minivan buyers, including younger families,” said Olivier Francois, Chief Marketing Officer at FCA – Global.