2017 Chrysler Pacifica Ad Campaign Pitched at Dads | Edmunds

2017 Chrysler Pacifica Ad Campaign Pitched at Dads


AUBURN HILLS, Michigan — The advertising campaign for the all-new 2017 Chrysler Pacifica is aimed squarely at dads, as Fiat-Chrysler appeals to what it calls a "new generation of minivan buyers."

The Pacifica is bound for Chrysler dealerships this spring. It replaces the Chrysler Town & Country minivan and targets the Honda Odyssey, Kia Sedona, Nissan Quest and Toyota Sienna.

The campaign enlists Jim Gaffigan, a deadpan comedian and the author of Dad is Fat, to pitch the Pacifica.

Minivans traditionally are aimed at women. But the company says the Pacifica will boost "your dad cred."

"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, Fiat-Chrysler's chief marketing officer, in a statement. "To do that, authenticity is key, with real-life language and an endorser, Jim Gaffigan, who is a real father of five with a strong point-of-view on fatherhood and modern-day parenting."

The campaign includes appearances by Gaffigan's wife Jeannie and children Marre, Jack, Katie, Michael and Patrick.

In one of the commercials, Gaffigan asks: "You know who drives one of these all-new Chrysler Pacificas? A considerate and caring father."

Edmunds says: This campaign is designed to make the Pacifica the coolest vehicle in the school carpool, regardless of who is behind the wheel.

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