Secondhand embarrassment watching older generations attempt to bond with younger folks by using their lingo is a tale as old as time. Chrysler is now looking to profit from it with a marketing campaign called “Acronyms” that promotes the 2027 Pacifica minivan.

“Most people know these acronyms from text messages and social media, but Pacifica owners read them a little differently,” said Matt McAlear, Chrysler brand CEO. “When your vehicle doubles as a family room, cargo hauler, movie theater, snack station and transportation command center, your priorities change. ‘Acronyms’ celebrates the humor of modern family life and the Pacifica features that help parents keep it all moving.”

This campaign will be seen on social media, television, and other digital spots including YouTube. The goal is to use humor to bring to light the practicality of the 2027 Chrysler Pacifica and its features.

“For Chrysler Pacifica owners, this minivan isn’t just a vehicle, it’s the family MVP,” says Olivier Francois, global chief marketing officer at Stellantis. “That was our insight for ‘Acronyms,’ which takes some of today’s most recognizable text message and social media shorthand and gives it a distinctly family-friendly, and Pacifica-focused, interpretation.”

This isn’t the first time Chrysler has used this tactic to promote its minivan. In 2016, it called on comedian Jim Gaffigan for a multi-platform ad campaign about how the Pacifica is “good for your Dad Brand.” Each commercial showed the comedian in different situations that highlighted the real-life functionality and safety of the Pacifica. The campaign also included appearances by his wife Jeannie and his children Marre, Jack, Katie, Michael, and Patrick.

Featuring a facelift for 2027, the Chrysler Pacifica recently has arrived at dealerships at a starting MSRP of $41,495. If you’d like to take a deep dive for yourself and look into its family-focused features, click here. And to view more of the spots of this campaign, visit Chrysler’s YouTube channel.