TASK
Launch Chrysler Pacifica to moms through a collaboration with Marvel’s Captain Marvel.
Use the cultural excitement of the film to reframe the family minivan as something powerful, capable and heroic.
Make Pacifica feel built for the everyday missions mothers take on.
Launch Chrysler Pacifica to moms through a collaboration with Marvel’s Captain Marvel.
Use the cultural excitement of the film to reframe the family minivan as something powerful, capable and heroic.
Make Pacifica feel built for the everyday missions mothers take on.
OBSERVATION
Superheroes save the world in extraordinary moments. Moms do it every day in ordinary ones.
Superheroes save the world in extraordinary moments. Moms do it every day in ordinary ones.
INSIGHT
For a mom, getting everyone where they need to be can feel like its own kind of superpower.
For a mom, getting everyone where they need to be can feel like its own kind of superpower.
BIG IDEA
Designed for Everyday Heroes
EXECUTION
The film moves between the epic world of Captain Marvel and a family’s everyday world, turning the Pacifica into the vehicle that helps mom handle her own daily missions.
The film moves between the epic world of Captain Marvel and a family’s everyday world, turning the Pacifica into the vehicle that helps mom handle her own daily missions.
ART DIRECTION
Marvel’s cinematic language is brought into the family car category through dramatic lighting, smoke, VFX and heroic reveals. The Pacifica is shot with the scale and attitude of a superhero vehicle, while family moments keep the story grounded in the real hero of the campaign: mom.
Marvel’s cinematic language is brought into the family car category through dramatic lighting, smoke, VFX and heroic reveals. The Pacifica is shot with the scale and attitude of a superhero vehicle, while family moments keep the story grounded in the real hero of the campaign: mom.
Agency: Publicis Groupe
Client: FCA Chrysler
ACD: Jaison Samuel
Art Director: Ahmed Mostafa
Copywriter: Karthik Rajan
Account director: Maher Massalkhi
The Film
The Key Visual
In Mall Car Display
