“The current van lifestyle phenomenon presented an opportunity for us to inject some levity into our newest Chrysler campaign,” Olivier Francois, global chief marketing officer for Pacifica-owner Stellantis, said in a statement. “What our Chrysler Pacifica and Pacifica Hybrid owners want and need is not what many van influencers want from their vehicles. Knowing this, we designed a light-hearted campaign that puts a spotlight on the unprecedented features and versatility of the Pacifica minivan from a family perspective.”
“Duel” will run on TV including on Bravo, ESPN, HGTV and USA Network. Two other videos (below) will run on digital channels, including Hulu and YouTube as well as on parenting, home entertaining and travel sites. “Our van life is about comfort, not camping,” a dad says in one video that shows his Pacifica parked next to another van owner recording #VanLife content.
Chrysler is also developing an influencer strategy for the new campaign. But instead of leveraging hardcore #VanLife personalities, it will likely tap family lifestyle influencers, according to a brand representative.
