The Chrysler brand is partnering again with comedic actress Kathryn Hahn in a Pacifica minivan campaign where she reprises her role as mom to highlight various styles of parenting.
The multimedia series from Doner will span across TV, digital and social media. The School Drop-Off video will launch via broadcast on Feb. 17. All videos can be viewed via the Chrysler brand’s YouTube channel.
The automaker began working with Hahn, a real-life mother of two, in 2018.
“The Chrysler brand recognizes there are many different ways to parent, and a style that works for some may not work for others,” says Marissa Hunter, head of marketing, Fiat Chrysler Automobiles, North America.
The “Mom Personas’” campaign aims to demonstrate how the Pacifica and Pacifica Hybrid are fun, versatile and responsible vehicles built to support all moms and their lifestyle demands.
The campaign “No Matter How You Parent: Pacifica” was created in collaboration with Hahn and her husband, actor and screenwriter Ethan Sandler. They drew inspiration from their own experiences to create authentic characters and relatable parenting situations.
The 30-second “School Drop-Off” shows how both designer-label-conscious and pajama-wearing moms can find uses for the attributes of their Pacifica minivans, while the 30-second “Chrysler Pacifica Hybrid” features a hippie mom vs. a corporate mom.
In the long-form “Big-Game Thoughts," Hahn plays “Chrysler Sports Mom,” who offers her unfiltered take on parenting and football.
A series of short videos, “Social Mom’s Phones,” “Social Mom’s Camera,” and “Social Mom’s Screens” show how the Pacifica’s technology is like phone technology. “Cool Mom’s Lingo,” “Cool Mom’s Speakers,” and “Cool Mom’s Leather” show how the Pacifica can make moms cool.