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Chrysler Turning into Dad Brand with Pacifica Ads That Feature Drive Score

Yeah, we are among the few people who liked the movie Drive, partly because of the awesome soundtrack. The latest commercials from Chrysler all feature the sale track, "A Real Hero" by College & Electric Youth. Sorry ladies, Ryan Gosling isn't in it!
Chrysler Turning into Dad Brand with Pacifica Ads That Feature Drive Score 12 photos
Photo: screenshot from Youtube
Jim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing CampJim Gaffigan Stars in Chrysler Brand’s “Dad Brand” Marketing Camp
Mind you, these ads would be pretty cool even without the score from Drive. The automaker must have invested the big bucks to have these five videos ready for Father's Day. And why wouldn't they, when the Pacifica is the perfect minivan for a tech-savvy, somewhat sarcastic parent?

The all-new 2017 Chrysler Pacifica “Dad Brand” campaign featuring actor/comedian/writer/producer Jim Gaffigan. Father's Day is not an important holiday. Nobody ever said, "oh boy, oh boy, I can't wait for Father's Day to arrive!"

Unlike Mother's Day, when us guys are made to feel embarrassing if we give them anything less than dozen roses, Father's Day gifts usually consist of the scribblings of a 4-year-old.

So you'd think that anybody who has four or five children is good at cooking, but that's not really the case. Likewise, somebody who drives his family around all day isn't necessarily a racing legend. That's why the Pacifica has all those safety features. Let's face it, we all check our sports scores or emails behind the wheel, even though we're not supposed to. The Pacifica has the kind of luxury we actually need: space-luxury and safety-luxury.

The campaign puts a unique twist on the standard brand spokesperson campaign, showing Jim Gaffigan as conscious and playful with his image, acknowledging the ways the vehicle itself is helping him with the upkeep of his “Dad Brand.”

We all know that dad who thinks he knows everything, doesn't help with the groceries and "forgets" he was supposed to drive to soccer practice, not McDonalds. It turns out this is just a normal coping mechanism when you have to deal with five rugrats.

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About the author: Mihnea Radu
Mihnea Radu profile photo

Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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