Chrysler has brought on comedian and father Jim Gaffigan to reach out to Millennial dads.

Chrysler has brought on comedian and father Jim Gaffigan to reach out to Millennial dads. In a series of spots for the new Chrysler Pacifica, Gaffigan highlights the minivan’s “functionality, versatility, technology, and safety features,” and how fits well into his “dad brand.” The aim of the campaign is to break the stereotypical ideas of the minivan category, and attract a new generation of buyers. Minivan sales have declined from 1.37 million annually in 2000 to just over 500,000 last year, so rebooting the vehicle’s image may be essential. (MediaPost)