Pacifica Mom is back, after filming ads on an iPhone

Marketing

Chrysler is continuing its series of ads for the Pacifica minivan with actress Kathryn Hahn, but with the added complication of social distancing.

The latest campaign, which the brand is using on social media and other websites, is called “Pacifica Mom on Quarantine.” The confessional-style ads were shot via iPhone with just two crew members on location with Hahn in Los Angeles.

“My kids haven’t eaten anything green in two months,” Hahn says in one spot. “That’s a lie. We did get some green gummy worms.”

For each take, the tech director would set up lights and frame the shot, then move a safe distance away so Hahn could perform. Chrysler’s brand team and its ad agency, Doner, watched via remote feed and communicated with Hahn through a tablet between takes.

“In a time when social distancing practices have become the new normal, Chrysler brand and Hahn had to take a challenging approach during production of our most recent collaboration,” FCA Chief Marketing Officer Olivier Francois said in a statement. “Our production’s top priority was to ensure the health and safety of all involved during the one-day production.”

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