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Chrysler and the “Dad Brand” (updated)

by David Zatz on

Chrysler has started running “Dad Brand” commercials for the 2017 Chrysler Pacifica, as part of a multi-platform campaign starring  actor/comedian/writer/producer Jim Gaffigan.

gaffigan

Mr. Gaffigan is the father of five kids, and the theme of the comedic ads is that he is trying to improve his “Dad brand” through the newly designed minivan.  The comedian is a best selling author and performer, whose first book was on the New York Times best sellers list for 17 weeks; his second book started out at #3 on the list. He has had many television appearances, and “The Jim Gaffigan Show” on TV-land is entering its second season.

Tim Kuniskis referred to the minivan as “instantly adding to your ‘dad cred’ with not only your children, but also within your neighborhood.”

gaffigan-doors

Olivier Francois, FCA’s global head of marketing, wrote that “authenticity is key;” the campaign includes not just Mr. Gaffigan but his real wife and children.

So far, the 30-second spots are:

  • “Dad Brand”
  • “Tennis:” To build a strong Dad brand, you’ve got to do everything for yourself
  • “One-on-One Time:” Quality time between a son and his dad is important
  • “Neighborhood Watch:” Even a parked Pacifica can boost your brand

More spots are due for television, digital, and online placement. The spots listed above can be seen in this discussion thread.

 

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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