Jim Gaffigan Wants to Boost Your 'Dad Brand' With the Chrysler Pacifica
Published: April 9th, 2016
Share
Chrysler needed a pitchman who could rally a nation of parents around its all-important 2017 Pacifica minivan, so it called on Jim Gaffigan.
In a series of new commercials released by Fiat Chrysler Automobiles, the deadpan “everyman” stand-up comic talks up the Pacifica’s ability to improve one’s “dad brand.”
Gaffigan, known for refraining from profanity while practicing the time-honored art of observational humor, comes across as vaguely narcissistic and aloof in the ads, often forgetting the names of his own kids and watching video clips of himself on the Pacifica’s flip-up seatback monitors.
More by Steph Willems
Comments
Join the conversation
The last of these adverts doesn't tell you anything about the vehicle, and the first two only point out a few features, things that could have been added to any competing van that wasn't all-new. Here we have a completely redesigned vehicle on an all-new platform with an exclusive plug-in hybrid option and the commercials do nothing to let anyone know this. Worse, they reinforce the image of minivans as being something you put up with because you you're a parent rather than desirable multi-purpose vehicles that are great for many things beyond kid-hauling. Highlanders and Pilots are bought primarily as kid-haulers too, but can you imagine them being advertised as such? Anyone trying to sell minivans should look at VW microbus advertising from the '60s and '70s for inspiration; it's hard to believe now, but when new the VW bus was advertised as a family vehicle not a bohemian lifestyle statement.
Gaffigan actually has five kids, so at least they picked a celebrity that can fully appreciate the van. His family travelled with him on his your bus during his most recent tour.
First ad I saw, I thought, "I've seen this before." That distracted, clueless but self-contratulatory father figure come straight out of Canada 20 years ago. Ever see Red Green try to mentor a young lad through a DIY project?
Gaffigan is a great choice to push a minivan. He's a father of 5 kids, it puts him in a good position to influence the 'family dad' demographic.