Photo: Chrysler
Chrysler has announced its new advertising campaign for the 2017 Pacifica minivan.
Instead of regular actors and a “borrowed” family, Chrysler will employ comedian Jim Gaffigan and his family for the new “Dad Brand.”
Chrysler wants to attract customers to their new minivan with the aid of Gaffigan's comedy skills, which will include tongue-in-cheek fashion anecdotes, while highlighting the vehicle's functionality and versatility.
The idea behind this different approach to commercial casting is creating an engaging and relatable series of sketches.
Naturally, since this is an advertising campaign and not Seinfeld's Comedians In Cars Getting Coffee, the entire series will not focus on the funny business, but will show how a regular family deals with day-to-day issues with the aid of a 2017 Chrysler Pacifica.
The new campaign will have four 30-second spots, which will be aired on TV and published online. Thanks to this advertising strategy, viewers worldwide will be able to experience a different kind of brand spokesperson campaign.
Instead of the usual scheme of some celebrity telling their life story in a tear-shedding video and mentioning how the car they are representing is so much like them but better, comedian and actor Jim Gaffigan plans to be playful with his image in the new campaign.
Considering Gaffigan's impressive resume, it is easy to see why Chrysler chose him and his family for this commercial. Along with a Grammy nomination for his comedy, Gaffigan is a New York Times best-selling author, his two books having spent many weeks on the best sellers list. Furthermore, he has a television series in which he stars, and it's named after him.
Chrysler officials stated that the new campaign targets Millennial families. From personal reading experience, we know that Millenials are a tough crowd for advertising, as they require a fresh approach and with memorable messages. The products advertised must also be desirable, which is a difficult task when it comes to selling a minivan, but Chrysler counts on the 37 minivan firsts implemented on the all-new 2017 Pacifica.
Instead of regular actors and a “borrowed” family, Chrysler will employ comedian Jim Gaffigan and his family for the new “Dad Brand.”
Chrysler wants to attract customers to their new minivan with the aid of Gaffigan's comedy skills, which will include tongue-in-cheek fashion anecdotes, while highlighting the vehicle's functionality and versatility.
The idea behind this different approach to commercial casting is creating an engaging and relatable series of sketches.
Naturally, since this is an advertising campaign and not Seinfeld's Comedians In Cars Getting Coffee, the entire series will not focus on the funny business, but will show how a regular family deals with day-to-day issues with the aid of a 2017 Chrysler Pacifica.
The new campaign will have four 30-second spots, which will be aired on TV and published online. Thanks to this advertising strategy, viewers worldwide will be able to experience a different kind of brand spokesperson campaign.
Instead of the usual scheme of some celebrity telling their life story in a tear-shedding video and mentioning how the car they are representing is so much like them but better, comedian and actor Jim Gaffigan plans to be playful with his image in the new campaign.
Considering Gaffigan's impressive resume, it is easy to see why Chrysler chose him and his family for this commercial. Along with a Grammy nomination for his comedy, Gaffigan is a New York Times best-selling author, his two books having spent many weeks on the best sellers list. Furthermore, he has a television series in which he stars, and it's named after him.
Chrysler officials stated that the new campaign targets Millennial families. From personal reading experience, we know that Millenials are a tough crowd for advertising, as they require a fresh approach and with memorable messages. The products advertised must also be desirable, which is a difficult task when it comes to selling a minivan, but Chrysler counts on the 37 minivan firsts implemented on the all-new 2017 Pacifica.
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