Actress Kathryn Hahn as 'Quarantine Mom' in New Chrysler Pacifica Vids
COVID-19 has not only changed the tone, tenor and content of advertising and marketing, but it’s also changed how it all gets done. And the results aren’t necessarily a bad thing.
Even from the earlier days of quarantine, there were great examples of videos that were more simply shot, and just as effective communicating a message as the big production versions of days gone by. This one from Honda was an early favorite. l
Now, we’re back to share another automotive manufacturer borrowing the same inspiration but for a different kind of vehicle. Specifically, Chrysler has launched the first in a series of social videos featuring the actress Kathryn Hahn. Entitled “At Home with Kathyrn Hahn,” the home, in this case, is the Chrysler Pacifica — a luxurious minivan that sits comfortably distant from the actual house and the family that inhabits it.
As “Quarantine Mom,” the first video sets the stage for the simple ongoing premise: the Pacifica will be the comfortable, personal sanctuary for Hahn to share her Corona-time-confessions.
Here’s what I like. Simplicity. Honesty. Levity. There’s also lots of interesting details in terms of how the videos were shot given the distancing challenges and the like. Here’s a few of the details via MediaPost:
The production took place at a private residence in Los Angeles with occupants away for the duration of the shoot.
The cameras were iPhones equipped with technology for a remote feed. The tech director set small lights and locked the camera or camera framing, then walked away when Hahn came onto "set." He was either a safe distance away or in the video van parked out of frame.
The video technician manager worked with the Chrysler brand team and Doner (in Detroit) via a remote feed, creating a "virtual chat room" and enabling them to see the takes and offer direction or feedback. This allowed Hahn to see and hear the team after her takes via a tablet, and to ensure Hahn, agency and clients approved of the takes.
I also like how this theme provides a straightforward, ongoing brief for creatives to find and connect those unique of-the-moment truths in a lot of different and humorous ways.
I’ll be interested to see what comes next…
