Chrysler has teamed up with comedian Jim Gaffigan to launch its new ‘Dad Brand’ ad campaign, the Fiat Chrysler has announced. The first of the ‘Dad Brand’ spots, which will promote the 2017 Chrysler Pacifica, debuted last week, however Chrysler has now shared details on what other ads we can expect from the campaign.

In the ‘Dad Brand’ spots, Gaffigan, who himself is a father of five, leverages “various all-new 2017 Chrysler Pacifica features to improve his “Dad Brand” in a comedic, tongue-in-cheek fashion.” The campaign includes online and television spots and will also feature Gaffigan’s wife Jeannie and children Marre, Jack, Katie, Michael and Patrick.

“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 CMO Olivier Francois. “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.”

In addition to the ‘Dad Brand’ launch spot, which we shared with you last week, the campaign will also include 30-seconds ads entitled ‘Tennis’, ‘One-on-One-Time’ and ‘Neighbourhood Watch’. FCA says these additional ads will begin airing online and on television over the coming weeks and months.