Chrysler, NBC mark ‘National Pet Day’ with Seth Meyers

Michael Wayland
The Detroit News

The Chrysler brand celebrated “National Pet Day” on Monday by launching a new ad partnership with NBCUniversal and Illumination Entertainment for the 2017 Pacifica minivan and upcoming film “The Secret Life of Pets.”

The campaign launched in the morning with a custom commercial on “Today” starring “Late Night” host Seth Meyers and his dog, Frisbee.

The 30-second spot shows Meyers loading his pup into the backseat of a Pacifica and discussing how he can’t stay mad at Frisbee for biting Al Roker on national television because it’s National Pet Day, as the canine is watching a preview for “The Secret Life of Pets” — due in theaters July 8.

The ad introduces a new tagline: “The all-new Chrysler Pacifica, the ultimate family vehicle.” It comes roughly a week after Fiat Chrysler Automobiles NV brand launched a new campaign for the Pacifica with actor and comedian Jim Gaffigan with his real-life children and wife.

“The opportunity to partner with NBCUniversal to create engaging content featuring talent from across its diverse television network portfolio presented a strong media platform with incredible reach to tell the story of the all-new 2017 Chrysler Pacifica,” said FCA Global Chief Marketing Officer Olivier Francois.

Officials said additional content featuring the Pacifica, animation from “The Secret Life of Pets” and other “NBCUniversal talent” will continue to appear on Golf Channel, NBCSN, Sprout and USA Network.

The campaign continues Monday night with a “live ad” featuring Meyers on his show as well as the debut of the new trailer for “The Secret Life of Pets.”

“We were thrilled that Chrysler entrusted us with developing a breakthrough campaign for their biggest launch of the year, and we couldn’t be happier to join with ‘The Secret Life of Pets’ as our partner,” said Linda Yaccarino, NBCUniversal chairman of Advertising Sales and Client Partnerships, in a statement.

Indeed, the Pacifica is the automaker’s most important vehicle of the year. It replaces the well-established Town & Country minivan, which has been a staple in the family-hauler segment since its introduction in 1989.

Fiat Chrysler — the leader in minivan sales — spent billions to retool and develop the Pacifica, which dawns the name of a crossover in the 2000s. It is a high-profit, highly-important vehicle from the automaker, according to analysts.

The Pacifica is just starting to arrive in dealerships starting at under $30,000. It is built at the automaker’s Windsor Assembly Plant in Ontario.

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