Jim Gaffigan Talks ‘Dad Brand’ in Chrysler’s First Campaign After Agency Shakeup

By Erik Oster 

Doner Detroit launched a new campaign for Chrysler, following what may have been W+K’s last campaign for the brand, with a series of spots starring comedian Jim Gaffigan.

These are his own kids as well.

The ads feature Gaffigan talking about how Chrysler helps him strengthen his “dad brand” thanks to the vehicles safety and entertainment features. Gaffigan seems like an authentic dad, even if he can’t always seem to remember all of his kids’ names.

While the format is obviously limiting, with the need to pitch the product in question, Gaffigan’s comedic charm is much less muted here than, say, in recent ads for a certain major fast food chain. And the spots manage to make product features, like Dual UConnect Theatre and Parallel and Perpendicular Park Assist, part of the narrative in a believable way. One can hope Doner will continue to work with Gaffigan–who’s a pretty perfect family-friendly spokesperson for the brand–in the future. (“Imported From Detroit” needs to retire, though.) In addition to the many spots which will run in various versions on broadcast and online, the campaign also includes digital, social and print initiatives.


“As the Chrysler brand is reinventing the minivan from the ground up, the objective of our campaign is to challenge the conventional category stereotypes and appeal to a new generation of minivan buyers, including younger families,” said FCA Global CMO Olivier Francois in a statement.

He continued: “To do that, authenticity is key, with real-life language and an endorser, Jim Gaffigan, who is a real father of five with a strong point-of-view on fatherhood and modern-day parenting. Here you see Jim and his family leveraging the customer benefits of our minivan to enhance his own ‘Dad Brand’ in a relatable and engaging series of sketches that highlight the class-leading features of the all-new 2017 Chrysler Pacifica.”