Article from News and Special Offers from Perkins Motors ()
May 16, 2016
Vehicle Details: Chrysler and Jim Gaffigan
Introducing the “Dad Brand”

The all-new 2017 Chrysler Pacifica minivan is set to be a big hit and has already generated great industry reviews; Car and Driver, for example, has ranked it first in the segment and called it “the best.” To help get the word out, Chrysler has teamed up with comedian/actor/writer/producer and family man Jim Gaffigan to launch its newest advertising campaign.

Many people know Jim Gaffigan as a Grammy®-nominated comedian and the New York Times best-selling author of Dad Is Fat and Food: A Love Story, but did many don’t know he’s also a happy father of five. It only made sense for Chrysler to team up with a funny guy with that many kids to help roll out the new 2017 Chrysler Pacifica.

The multiplatform campaign––television, digital, social media and print––debuted last month and will continue in the coming months with additional spots.

"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 Chief Marketing Officer for Fiat Chrysler Automobiles (FCA) – Global Olivier Francois. "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. Here you see Jim and his family leveraging the customer benefits of our minivan to enhance his own ‘Dad Brand’ in a relatable and engaging series of sketches that highlight the class-leading features of the all-new 2017 Chrysler Pacifica."

Gaffigan uses his humor – and help from his wife, Jeannie, and kids Jack, Katie, Michael and Patrick – to differentiate himself from the typical spokesperson and show the ways the Pacifica helps him keep up with his “Dad Brand.” The 30-second spots include the "Dad Brand" launch spot, "Tennis," "One-on-One Time" and "Neighborhood Watch," with additional spots and other campaign pieces airing in the coming months. To see all the ads for yourself, visit
"The Chrysler brand invented the minivan 33 years ago, creating an entirely new automotive category that uniquely addressed the needs of families," said Tim Kuniskis, head of Passenger Car Brands – Dodge, SRT, Chrysler and FIAT for FCA – North America. "With Millennial families in mind, our 'Dad Brand' campaign with comedian Jim Gaffigan establishes that the all-new 2017 Chrysler Pacifica's unprecedented level of functionality, versatility, technology and exterior design again transforms the segment – adding 37 minivan firsts for an unprecedented total of 115 innovations – while instantly adding to your 'dad cred' with not only your children, but also within your neighborhood."

Stop by to see and drive the all-new 2017 Chrysler Pacifica for yourself today.

This article is presented by Perkins Motors in Colorado Springs, Colorado.

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