‘Sesame Street’ gang to star in Chrysler Pacifica ads
Big Bird, the Count and Cookie Monster have a new gig.
They’ll be starring in online commercials for the Chrysler Pacifica and Pacifica Hybrid minivans as part of a deal announced this week with Fiat Chrysler Automobiles, which will be sponsoring Sesame Street on PBS. The terms of the year-long deal were not announced.
Steve Youngwood, chief operating officer of Sesame Workshop, the non-profit supporting Sesame
Street, said the arrangement is a win for the iconic TV show.
“Partnering with Chrysler will help us extend our reach in new and creative ways and support Sesame Workshop’s non-profit mission to help kids grow smarter, stronger and kinder,” Youngwood said. “We’re thrilled to work with a brand that stands for a deep commitment to families and children.”
The partnership with Fiat Chrysler is the first arrangement with an automaker since Sesame
Street paired with Ford in 1998 to promote seat belt use, Youngwood said.
Youngwood said Sesame Workshop is “very selective” in deciding on the brands with which it works. Sesame Street is also sponsored by Beaches Resorts and United Healthcare.
“This is about aligning with a brand that ... has put families first, enabled us to continue to support the work that otherwise wouldn’t be possible and allows us to connect with our audience in different ways,” Youngwood said.
In the announcement, the companies said Sesame Street characters will appear in 10 co-branded videos launching Thursday on Chrysler’s digital and social media channels.
“The first four videos, which can be viewed now on Chrysler’s YouTube channel, take viewers on an unexpected ride as the Muppets play ‘Listen, Drive, Surprise!,’ a new game show hosted by Guy Smiley,” a statement said.
Those spots will only be shown on Chrysler’s channels and not in connection with the Sesame
Street show. Youngwood said those channels and the products they promote are geared toward adults rather than children.