• by Tanya Gazdik , March 5, 2018

Fiat Chrysler Automobiles is bringing in actress Kathryn Hahn to star in a whimsical campaign for its Chrysler Pacifica S minivan. 

The effort, created by the Chrysler brand in partnership with Doner, includes a five-part video series that spans across TV, digital and the Chrysler brand’s social channels including Facebook, Twitter and Instagram.

The first video, "Soccer Practice," debuted on TV March 5. All videos are viewable on Chrysler brand’s YouTube channel. The spot ends with the super “Chrysler Pacifica S. It’s loaded with attitude,” followed by the Chrysler logo and brand-wide tagline “Imported from Detroit.”

It features the S Appearance Package, which includes black accents both inside and out. The customized, athletic look is available on 2018 Pacifica Touring Plus, Touring L, Touring L Plus and Limited models.

“When we introduced the first Chrysler Pacifica marketing campaign (‘Dad Brand’) in 2016, we immediately challenged perceptions of minivan ownership,” said Olivier Francois, chief marketing officer, FCA, in a statement. “Now, with the introduction of the Chrysler Pacifica S Appearance Package, we’ve paired it with actress Kathryn Hahn, who shares her own musical playlist, one that is instantly recognizable and expresses the individuality of our minivan owners. These parents grew up customizing mixtapes, and now they can customize their minivan with the same style and attitude.”

Hahn ("Bad Moms," “Transparent”), a real-life mom of two, is featured against the backdrop of upbeat music that spans the '80s, '90s and the '00s, including Juvenile ("Back That Thang Up"), Fergie ("M.I.L.F. $"), Montell Jordan ("This Is How We Do It"), Chamillionaire ("Ridin") and Scorpions ("Rock You Like A Hurricane”).

“This campaign spoke to me as both a mom who spends a lot of time with my kids while driving and as someone who still likes to turn up the volume after I’ve dropped them off at school,” said Hahn in a release.

Chrysler previously had a partnership with “Bad Moms.” The original Pacifica (not this trim model as it wasn’t yet available) was integrated into both movies. This effort is independent of the movie partnership, however, and it’s a one-off, with nothing beyond this campaign planned with Hahn.