You may have seen Chrysler’s ‘Dad Brand’ ads for the 2017 Chrysler Pacifica minivan starring comedian Jim Gaffigan. The family-friendly Pacifica and clean comic Gaffigan are the perfect match, but according to Fiat Chrysler CMO Olivier Francois, they almost went with the slightly more vulgar Louis C.K.
Speaking to Forbes, Francois said he watched videos on YouTube of various comics when hunting for someone to star in the Pacifica ads, which highlight the vehicle’s various new features. The Frenchman said he ‘really loved’ C.K.’s stand-up, but they ultimately went with Gaffigan, whose wife and five kids star alongside him in the ads.
Going with Gaffigan over C.K. was a no-brainer for Francois. C.K.’s FX show Louie, starring himself, follows the storyline of a divorced father and often features adult-themed storylines based around sex, depression and divorce, for example. Gaffigan, a Christian, is a sharp contrast to the divorced C.K. with a clean brand of comedy that often centers around family life and food.
“I said, ‘Gaffigan is my man.’, Francois told Forbes. “And that was before I realized he happened to be the father of five kids, all of whom are young, from three to 12 years old, which is typical of minivan buyers. He and his wife are partners in life and in business, and if you count them that’s seven seats. They have to have a minivan even if they don’t buy mine.”