Chrysler Launches 'Pacifica Mom On Quarantine'

The Chrysler brand and actress Kathryn Hahn are joining forces once again for the Chrysler Pacifica in a new “Pacifica Mom on Quarantine” social video campaign.  

Hahn uses the Chrysler Pacifica as her home away from home (when you can’t go anywhere else) for a pseudo-confessional as she, in her “tell-it-like-it-is” persona, shares her honest and relatable thoughts on what life has been like during quarantine.

The effort, from Doner, will span across digital and social media, including Chrysler brand’s official YouTube, Facebook, Instagram and Twitter channels.



Since social distancing practices are the new normal, Chrysler and Hahn had to take a challenging approach during production, said Olivier Francois, FCA chief marketing officer, FCA.

The production took place at a private residence in Los Angeles with occupants away for the duration of the shoot.

The cameras were iPhones equipped with technology for a remote feed. The tech director set small lights and locked the camera or camera framing, then walked away when Hahn came onto "set." He was either a safe distance away or in the video van parked out of frame.

The video technician manager worked with the Chrysler brand team and Doner (in Detroit) via a remote feed, creating a "virtual chat room" and enabling them to see the takes and offer direction or feedback. This allowed Hahn to see and hear the team after her takes via a tablet, and to ensure Hahn, agency and clients approved of the takes.

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