Chrysler uses parenting humor, remote filming in new Pacifica video ad

Linda J. Dodson

Table of Contents

Dive Brief:

  • Chrysler tapped actress Kathryn Hahn for a new video campaign to promote the its Pacifica model, the company shared with Marketing Dive via press release.
  • To support social distancing rules, the “Pacifica Mom on Quarantine” ad was shot remotely with an iPhone and directed by a team back in the office. In the ad, Hahn hangs out in her Pacifica in a driveway, using the vehicle to hide out from her family. Alone in the car, the actress jokes about the challenges of family life on lockdown. Creative agency Doner worked with Chrysler on the ad.
  • The video will run across digital and social media channels including Chrysler’s official YouTube, Facebook, Instagram and Twitter channels. Additionally, the carmaker is expanding its partnership with the nonprofit No Kid Hungry, aimed at ending child hunger in America. Chrysler will provide additional meals to children in need with the sale of each Pacifica until summer ends.

Dive Insight:

Chrysler is taking a humorous tone with its fresh digital campaign to connect with consumers who are still living lockdown life. The Pacifica minivan, whose target is families, is using the new video ad effort to show off an added benefit of the new car — a respite from home for parents who need a break from the pressures of homeschooling and parenting as the pandemic persists. The tongue-in-cheek sense of humor about things like trying to get kids to eat vegetables going out the window also may relate to stir-crazy parents as they work to juggle careers, kids and little social life during the public health crisis.

Notably, the brand created the ad while following all social distancing safety precautions, a hint at how productions will likely look for the remainder of the year. The two crew members on site filming wore masks and gloves and used disinfecting equipment inside the car. A tech director was alone to set up the lights and camera, and then Hahn was alone while filming the spot on the iPhone installed in the car, per the release.

Additionally, the video technician manager worked with the Chrysler brand team Doner through a remote feed of the filming and virtual chat room letting the brand comment, add direction and feedback during the shooting without having to physically be on set. While alone in the car, Hahn used a tablet to receive these directions. The production was filmed at a private residence, whose owners were away during the shoot.

“In a time when social distancing practices have become the new normal, Chrysler brand and Hahn had to take a challenging approach during production of our most recent collaboration,” FCA’s CMO Olivier Francois said in a statement.

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